Background: The expansion of e-commerce and online orders have led to companies creating new marketing strategies, where impulsive purchases are important in order to boost sales. However, this also has negative aspects concerning overconsumption and the environmental impact. Consumers are more likely to have negative post-purchase emotions when making an impulsive purchase, and thus are more prone to return products. This research aims at creating a deeper understanding about consumers’ post-purchase emotions after making an impulsive purchase and how a product return affects the post-purchase emotions.    Problem discussion: Impulsive buying is critical for online stores and retailers are actively trying to increase these purchases for all customers, but at the same time, there is a growing number of product returns. This makes it important for firms to understand how consumers think and react to an impulsive purchase, since this supposedly has an impact on product returns. By providing a deeper understanding regarding the consumer’s post-purchase emotions one can specify such reactions on shoppers and help future marketing activities preventing consumers’ negative emotions in the purpose of increasing organizational profitability and decreasing the environmental impact.    Purpose: The purpose of this research is to build a theory that will provide organizations with knowledge about the chosen segment of Swedish women in the age 18-35 post-purchase emotions after impulsive buying. The findings of this study can contribute with additional insights to previous theoretical knowledge about post-purchase emotions after impulsive shopping.   Method: This qualitative research has been conducted by using 14 semi-structured interviews with the chosen segment of Swedish females in the age 18-35 who had previously shopped impulsively online and returned products. For the data analysis, an interpretative phenomenological analysis was used, providing the research with reflections regarding the perspective of the participants’ experiences of impulsive shopping and their post-purchase emotions.  Results: This research indicates that the participants generally held a negative view of impulsive buying, where they reduced/strengthened their post-purchase emotions through three rationalizations which were named by the authors “Social Proof”, “Use-Principle” and “Limited Funds”. When making a product return, the participants either had strengthened emotions or the negative emotions were turned into positive emotions. This was connected to three themes found by the authors which were called “Income”, “Return Policy”, and “Social and Environment”. The analyzed findings were presented in a developed framework.

<p>Consumers are negatively impacted by the increasingly high rate of product returns. In 2020, an estimated $428 billion in merchandise were returned to retailers post-purchase with $25.3 billion being fraudulent returns (NRF.com). Previous research has stated that consumers undergo various negative emotional and cognitive mechanisms when returning and identified reasons as to why consumers return purchases such as product failure, dissatisfaction, and regret (Lee, 2015). Specifically, regret occurs when an individual second-guesses a chosen product due to the realization that the benefits of the unchosen product outweigh the original choice, which elicits uncomfortable feelings (Zeelenberg et al., 1998). However, how does the process of product acquisition and the outcome of the purchasing decision affect post-purchase consumer regret? The purpose of this study is to investigate how the process of expending consumer resources (e.g., time vs. money) to acquire a product and the outcome of inconsistent product attitudes and behaviors (e.g., cognitive dissonance) can affect post-purchase consumer regret (PPCR). In this mixed factorial design, participants viewed scenarios that presented the ‘time’ and ‘money’ spent in acquiring their chosen product and were asked to read a product review that either elicited low or high dissonant feelings. It was hypothesized that consumers would experience greater PPCR when dissonance is high, and the time spent to acquire the product is primed. The interaction effect was not supported; however, an ad hoc analysis revealed that a consumer experienced less PPCR when dissonance is high, and the time spent to acquire the product is highly convenient. The current findings highlight the importance of understanding the process and outcome of purchase on post-purchase evaluations.</p>

Klimatförändringar har en ökad negativ påverkan på miljön. Detta utgör en stor utmaning för människor, eftersom mänsklig aktivitet spelar en avgörande roll i det som orsakar de negativa klimatförändringarna. Flygresor har exempelvis en stor negativ påverkan på miljön, men trots medvetenheten om detta används flyg som transportmedel mer än någonsin tidigare. Syftet med denna studie var att bidra till förståelsen för hur människor hanterar denna moraliska konflikt i relation till flygresor, genom att undersöka upplevd kognitiv dissonans och moralisk identitet. Vi genomförde en experimentell enkätundersökning, där deltagarna (N=148) antingen fick information som var tänkt att utlösa kognitiv dissonans (flygresors negativa påverkan på klimatet; experimentgrupp) eller information om fördelarna med flygresor (kontrollgrupp). I båda grupperna mättes affekt före och efter informationen. En skala över moralisk identitet fylldes också i. Resultaten visade en ökad negativ affekt i samband med kognitiv dissonans i experimentgruppen än i kontrollgruppen. Denna effekt visade ingen skillnad mellan könen. Det fanns en positiv korrelation mellan självrapporterad moralisk identitet och ökad dissonans, i relation till negativ affekt. Sammanfattningsvis påvisar studien att flygresande och dess negativa påverkan på miljön väcker kognitiv dissonans hos människor och att det finns ett samband mellan kognitiv dissonans och en persons moraliska identitet. / Climate change has an increasing negative impact on the environment. This poses a big challenge on humans, since human activity plays a crucial role in causing negative changes in climate but we also have the opportunity to reverse climate change. Air travel for instance has a major negative impact on the environment, but despite the awareness of this, there are more flights than ever before. The aim of this study was to contribute the understanding of how people deal with moral conflict related to air travel, by taking into account perceived cognitive dissonance and moral identity. We conducted an online experimental survey in which participants (N=148) were either presented with information about air travel´s negative impact on the climate, that was supposed to trigger cognitive dissonance (experimental group) or with information about the advantages of air travel (control group). In both groups, affect was measured before and after the information and all participants completed the moral identity scale. The results revealed increased negative affect related to cognitive dissonance in the experimental group than in the control group. This effect did not depend on gender. There was a positive correlation between self-reported moral identity and increased dissonance, related to negative affect. Taken together, the study shows that air travel and its negative impact on the environment evoke cognitive dissonance in people and that there is a connection between cognitive dissonance and a person's moral identity.

Numerous researchers have addressed the impact of individual religiosity or spirituality on psychological well-being. However, studies addressing the possible relationship between religiosity and sexuality, specifically in the form of deterrence of certain sexual thoughts or behaviors based upon religious dictates, remain sparse. Individual religiosity may be related to individual sexual self-expression. Built on the framework of cognitive-dissonance theory and self-determination theory, this quantitative, correlational study was designed to examine the relationships between religiosity and sexual attitudes and behaviors of both theist and nontheist population samples comprised of approximately 400 subjects throughout the United States. Study participants completed the Derogatis Sexual Functioning Inventory in addition to a demographic questionnaire designed specifically for the research. A 2-step hierarchical binary logistic regression was performed to address the research questions for this study. Significance was found in the regression model for 3 selected variables--age, drive, and fantasy; research questions 1 and 2 were supported with the model findings. The results also offered support for the 2 aforementioned theoretical frameworks selected for this study. The implications for positive social change include a clearer understanding of the possible relationship between religiosity and sexuality and any differences in sexual behaviors between theists and nontheists. These implications are important in that the findings may result in healthier sex lives for individuals, increased communication among couples, enhanced acceptance of different sexual orientations, and decreased cognitive dissonance among those individuals contemplating or struggling with sexual behaviors that negate the teachings of their religious tenets.

Economists are still searching for methods to reduce/eliminate Hypothetical Bias (HB). Different methods have been previously applied some with success and others without. In this study, we aimed to further test the cognitive dissonance approach (CD) through a learning design method to estimate the WTP for five beef attributes: Non-quality, Kentucky Proud, Appalachian, Grass Fed and a mix of 25% Non-quality and 75% Kentucky Proud, using a one and one half bounded model. To test the CD, 881 participants from the University of Kentucky, were randomly assigned to a real/hypothetical market for a battery recycling project at first and afterwards to a hypothetical market for beef. For the battery recycling, participants were asked to donate $1, $2 or $3. For the beef market, participants were randomly assigned to a $4 or $6 for the non-quality attribute patty. Participants assigned to a $4 were afterwards randomly assigned to a $4.5, $5, $5.5 or $6 and the ones assigned to a $6 were afterwards assigned to a $6.5, $7, $7.5 and $8 for the other attribute patties. From this study, we found that the learning design was effective in reducing the cognitive dissonance or conflicts between what consumers say and their actions.

Previous research has explored whether method of childbirth, such as home birth, hospital birth, or cesarean section, influences a woman's birth experience (Felming, Ruble, Anderson, & Flett, 1988). However, the influence of the child birth method on social perceptions of the mothers has yet to be explored. Social support for new mothers is an important factor in promoting postpartum adjustment (Collins, Dunkel Schetter, Lobel & Scrimshaw, 1993; Demyttenaere, Lenaerts, Nijs & Van Assche, 1995; Landy, Montgomery & Walsh, 1989). Yet it is possible that the amount of social support a new mother receives is affected by unseen biases regarding the method of childbirth. The current study explores whether mothers more negatively view other mothers who had a method of childbirth different from their own preferred method of childbirth. Participants were randomly assigned to one of three vignettes describing a new mother. One version describes a mother who had a hospital birth with an epidural, one describes a mother who had a home birth with a midwife, and one describes a mother who had a non-emergency scheduled cesarean section. Participants completed the Interpersonal Adjective Scale (IAS) and a Perception of Character Scale to assess their perceptions of the mother. Participants who preferred to have a home birth showed a high degree of variation in their ratings of the hypothetical mothers' dominance and submissiveness as a function of her birth method whereas participants who preferred to have their children in the hospital showed little variation in their ratings of the mothers' assurance and submissiveness. Participants who preferred to have their children in a hospital rated the hypothetical mother lower on perception of character than participants who preferred to have their children at home.

Cognitive dissonance is the uncomfortable psychological feeling that arises when something is perceived as contradictory. In 1957, Leon Festinger first developed the theory of cognitive dissonance, which has since continued to be of interest for, among other things, decision-making, moral reasoning, motivation, politics, and science. This systematic review summarises six peer-reviewed studies that use functional magnetic resonance imaging (fMRI) to measure if there is increased activity in the anterior cingulate cortex (ACC) and dorsal anterior cingulate cortex (dACC) during cognitive dissonance in adults. Four studies tested cognitive dissonance during forced choices and two during counter-attitudinal behaviours. The overall fMRI results indicate increased activity in ACC and dACC to dissonance versus control conditions, but with some inconsistency on the exact locations in the brain.

Flera undersökningar har under de senaste åren visat på hur företag använder sig av miljömässiga budskap i sin marknadsföring för att framhäva sina produkter som mer miljövänliga än vad de i själva verket är, så kallad greenwashing. Genom det enorma utbudet som finns tillgängligt för nutidens konsumenter och de olika influenser de får till sig genom reklam kan det vara svårt för den enskilda konsumenten att avgöra om produkten är trovärdig eller inte. Tidigare forskning inriktat på ämnet har i första hand utgått från en yngre åldersgrupp. Uppsatsens forskning har utformats för att undersöka den brist på forskning som rör åldersgapet genom att studera vilka attribut på dagligvaror som konsumenter mellan 35–60 år upplever som hållbara utifrån ett klimatperspektiv. Undersökningen syftar till att bidra med ökad förståelse för hur attribut på produkter i dagligvaruhandeln påverkar konsumenter inom åldersintervallet att tro att de väljer hållbara produkter. Företag kan framgent dra nytta av resultatet från studien i marknadsföringen av hållbara produkter, samt hur de undviker greenwashing. Andra uppseendeväckande aspekter av ämnet tas upp som hypoteser och testas genom chitvå. I studien undersöks konsumenternas kännedom och attityd till vilseledande marknadsföring och miljömässigt hållbara val i dagligvaruhandeln genom en enkätundersökning. Resultatet analyseras sedan med hjälp av den valda teorin, kognitiv dissonans och köpbeslutsprocessens sista delar, vilka är köpbeslut och efterköpsbeteende. Undersökningen visade att det finns flera attribut som övertygar konsumenten att produkter i dagligvaruhandeln är hållbara. 85 % av respondenterna uppgav att de helst handlade varor som var paketerade av papper och kartong utifrån ett miljöperspektiv. 29 % uppgav att hållbarhetsmärkningar är det som är mest övertygande på produkter att de är hållbara tätt följt av 20 % som uppgav att innehållsförteckningen var det som övertygade mest. Svaren från enkäterna pekar på att det finns många faktorer som påverkar konsumenters gröna köpbeslut i dagligvaruhandeln och att de visuella attribut som en produkt har spelar roll, men att även andra, mer subtila faktorer också är med och påverkar det slutliga valet av att köpa produkten. Ett steg för företag att minska risken för att stämplas för greenwashing är att vara ärliga och transparenta och att det också speglar sig på produktens attribut. Studien är skriven på svenska. / In recent years, several studies have shown how companies use environmental messages in their marketing to highlight their products as more environmentally friendly than they are, so-called greenwashing. Due to the huge range available to today's consumers and the various influences they get through advertising, it can be difficult for the individual consumer to determine if the product is credible or not. Previous research in this field has primarily been based on a younger age group. This study has been designed to investigate the lack of research concerning the age gap by studying which attributes of groceries that consumers between the ages of 35-60 perceive as sustainable from a climate perspective. The survey aims to contribute to an increased understanding of how attributes on food products affect consumers in this age range to believe that they choose sustainable products. In the future, companies can benefit from the results of the study in the marketing of sustainable products, as well as how they avoid greenwashing. Other startling aspects of the subject are taken up as hypotheses and tested by chi square. The study examines consumers' knowledge and attitudes to misleading marketing and environmentally sustainable choices in the grocery trade through a survey. The result is then analyzed with the help of the chosen theories, cognitive dissonance and the last parts of the purchase decision process which are purchase decision and after-purchase behavior. The survey showed that there are several attributes that convince the consumer that products in the grocery trade are sustainable. 85% of the respondents stated that they preferred to buy goods that were packaged from paper and cardboard from an environmental perspective. 29% stated that sustainability labels are the most convincing on products that they are durable, closely followed by 20% who stated that the table of contents was the most convincing. The answers from the surveys indicate that there are many factors that influence consumers' green purchasing decisions in the grocery trade and that the visual attributes that a product has play a role, but that other, more subtle factors also play a role in influencing the final choice to buy the product. One step for companies to reduce the risk of being stamped for greenwashing is to be honest and transparent and that this is also reflected in the product's attributes. This study is written in Swedish.

Academic dishonesty and academic entitlement plague many college campuses. This research applies the theory of cognitive dissonance to the classroom in an attempt to curb academic dishonesty. Hypocrisy, a branch of the theory of cognitive dissonance, has been induced with regards to health and pro-social causes, but has not been applied to the field of higher education. In order to apply the concept of hypocrisy to academic dishonesty, a two-part experiment was conducted. The first portion of the experiment was an in-class manipulation and the second portion was an online survey conducted one month after the manipulation. Two hundred two students participated in both portions of the experiment. The participants were randomly assigned to one of four conditions (e.g., hypocrisy, commitment only, mindfulness only, control) and participated in two activities. One month after the manipulation took place, students were sent a link to the online survey with a cover story indicating that the survey was part of a research study. After the survey was closed, participants were debriefed and the data was cleaned. Upon analyzing the data, no significant results were detected. The lack of statistical significance was likely due to the month time lapse and the single dose of the manipulation treatment. Overall, this study pioneers the application of hypocrisy in the field of education and provides guidance for future hypocrisy induction studies.

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