Original Research

Consumers' perceptions of personal decision-making: Its relation to cognitive dissonance

S. Brijball
SA Journal of Industrial Psychology | Vol 26, No 2 | a706 | DOI: https://doi.org/10.4102/sajip.v26i2.706 | © 2000 S. Brijball | This work is licensed under CC Attribution 4.0
Submitted: 26 June 2000 | Published: 26 June 2000

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S. Brijball, University of Durban-Westville, South Africa

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The study assesses consumers' perceptions of their personal decision-making ability and process. The empirical analysis was undertaken on a sample of 200 new motor vehicle consumers. The results indicate that the majority of the consumers displayed confidence in the decisions they took, believing they engaged in high quality and correct decision-making and were able to conclude good deals. The majority of consumers indicated that they were not influenced by external others and were not anxious during decision-making, although a significant percentage reported the impact of external influence and anxiety during purchases.

In hierdie studie word verbruikers se waameming van hulle eie besluitnemingsvermoe en proses geevalueer. Die empiriese ontleding is uitgevoer op n steekproefvan 200 eienaars van nuwe voertuie. Dit blyk uit die resultate, dat die meerderheid verbruikers vertroue gehad het in hulle besluitnemingsproses, dat hulle besluite korrek was en dat hulle n lonende transaksie beklink het. Die meerderheid het aangedui dat hulle nie beihvloed is deur eksteme invloede nie en dat hulle nie anstig was tydens die besluitnemingsproses nie, alhoewel n betekenisvolle persentasie van verbruikers wel hierdie invloede en angstigheid gedurende die aankoop ervaar het.


Consumers' perceptions; Personal decision-making; Cognitive dissonance


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