Author: Sania Habib Kayani
Supervisor: Tahira Mubashir
Degree: MSc
Year: 2012-2014
University: Institute of Applied Psychology, Punjab University, Lahore, Pakistan
Abstract
The present research aimed to investigate relationship among consumer
socialization, psychographics and the post-purchase dissonance in working
and non-working women. It was hypothesized that there is likely to be
relationship in consumer socialization, psychographics and post- purchase
dissonance in working and non-working women; consumer socialization
and psychographics are likely to predict post-purchase dissonance in
working and non-working women after controlling demographic variables;
there is likely to be differences in consumer socialization, psychographics
and post-purchase dissonance in working and non-working women.
Correlational research design was used. The sample consisted of N = 160
(n = 80 working women and 80 = non- working women). Elliot’s Scale
(2000), Bearden, Netemeyer, and Teel’s Scale (1989) and Churchill’s
Scale (1979) were used in the study. Data were analyzed by using Pearson
product moment correlation, hierarchal regression and independent
samples t-test. Findings showed that peer in consumer socialization and
the psychographics had positive significant relationship with
post-purchase dissonance in working women and in non-working women.
Parents and peer in consumer socialization had positive significant
correlation with post-purchase dissonance. Peer and working status were
the predictors of post-purchase dissonance. The results also revealed that
non-working women had higher post-purchase dissonance than working
women. The current study has important implications in consumer
psychology and is helpful in understanding role of consumer socialization
and psychographics in determining consumption patterns.
Keywords: Consumer Scialization, Psychographics, Post-Purchase Dissonance.
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Corresponding Address: Department of Applied Psychology, University of the Punjab, Lahore, Pakistan. Email: chairperson@appsy.pu.edu.pk, Phone: 92-42-9231245
