Post purchase behaviour (cognitive dissonance) amongst students at a selected higher education institution

Abstract

According to postpurchase behaviour theory, there is a tendency for individuals to seek consistency among their cognitions (i.e., beliefs, opinions). When an inconsistency between attitudes or behaviours (dissonance) occurs, some change must be made in order to eliminate this behaviour. In the case of a discrepancy between attitudes and behaviour, it is most likely that the attitude will change to accommodate the behaviour.

The objective of this study is to determine the extent of post purchase behaviour amongst tertiary students, with specific reference to the Durban University of Technology.