Correlation between Impulsive Buying Behavior and

Cognitive Dissonance in Clothing Industry

Course: MKT 470
Section: 6
Semester: Summer 2017

Prepared for:

Mr. Mahfuz Mannan (MM1)

Lecturer, Department of Marketing & International Business
School of Business and Economics
North South University, Dhaka.

Prepared by:
Sl# Name ID#
1 Fariha Tasnim 1411495030

2 Tawsif Bin Reaz 1310410630

3 S.M. Ikthedar Ali 1330789630

4 Imam Tarik Hasan 1230578630

5 Mohammad Mashayer 1030788530

Rahman
6 Nusrat Farha Trina 1320073030
7 Md. Lutfar Rahman 1320714030

Date of Submission: 20th August, 2017

 Acknowledgement

This project would have been impossible without the valuable contribution and limitless
help of several individuals. First of all we would like to give thank the Almighty Allah
for giving us patience and courage to finish this task on time. Then, we cordially thank
our respected course instructor, Mr. Mahfuz Mannan (MM1) for his continuous
guidance and support to make this report possible. He assisted us whenever any help
was needed. Without his support it would have been unmanageable to make this report.
Then we would like to thank our friends and participants in the survey who helped us
make this report perfect.
Last but not least we would like to thank our family and friends. Without their help,
kindness and love it was difficult to make this report perfect.

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Executive Summary

The following research paper is on finding out the relationship between impulsive buying
behavior and cognitive dissonance feeling a customer experiences after buying cloths from the
shops. This research paper discusses the correlation between the variables and the possible
factors those influence customers to behave impulsively and feel cognitive dissonance in their
mind.

A theoretical framework has been attached with the report, which represents the blueprint of
the research. Various independent variables are taken into consideration while conducting the
research. Major independent variables considered are Impulsive Buying Behavior and
Cognitive Dissonance.

Six statistical research methods are considered in the research paper. Independent sample T-
test was conducted based on gender, ANOVA was conducted on cognitive dissonance felt by
different age groups people, two regression analysis between the main variables, a Pearson
correlation test between impulsive buying behavior and cognitive dissonance and a reliability
test.

140 people were randomly selected from Basundhara, Shantinagar, Shegunbagicha, Khilgaon,
Uttara & Mirpur Area in Dhaka City to conduct the survey. Based on the responses from the
respondents, the major findings are that Credit Card Purchase, Window Display and Store
Ambience affect impulse buying behavior significantly. As for cognitive dissonance, the
significant factors are Negative Affect, Wisdom of Purchase and Concern over Deal. However,
in terms of making impulsive purchasing decisions, no significant difference has been found
between male and female. Difference in mean between all the age groups were visible;
however, it is not significant.

Finally, from the study, we have found that impulsive buying behavior and cognitive
dissonance after purchasing cloths are moderately correlated.

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Contents
1. Introduction: ........................................................................................................................ 5
1.1 Importance of the Topic: ................................................................................................. 6
2. Literature Review & Hypotheses ....................................................................................... 6
1st Regression Model ............................................................................................................. 6
2.1 Impulsive Buying Behavior ......................................................................................... 6
2.2 Store Ambience ............................................................................................................ 7
2.3 Promotional Approaches .............................................................................................. 8
2.4 Window Displays ......................................................................................................... 9
2.5 Credit Card Purchase ................................................................................................. 10
2nd Regression Model .......................................................................................................... 11
2.6 Cognitive Dissonance ................................................................................................ 11
2.7 Emotional Discomfort ................................................................................................ 12
2.8 Wisdom of Purchase .................................................................................................. 14
2.9 Concern over Deal ..................................................................................................... 15
2.10 Negative Effect ........................................................................................................ 16
3. Methodology ....................................................................................................................... 18
3.1 Sampling ......................................................................................................................... 18
3.2 Measures........................................................................................................................ 18
3.3 Table: Measures of Variables ......................................................................................... 19
4. Hypothesis Testing ............................................................................................................. 23
4.1 T-Test based on Gender ................................................................................................. 23
4.2 ANOVA on Cognitive Dissonance level felt by different age groups ............................. 23
4.3 1st Regression ................................................................................................................. 28
4.4 2nd Regression, ............................................................................................................... 30
4.5 Correlation ..................................................................................................................... 32
4.6 Pearson .......................................................................................................................... 35
5. Discussions .......................................................................................................................... 36
5.1 Theoretical Implications................................................................................................. 36
5.2 Managerial Implications: ............................................................................................... 37
6. Limitation of the Study: .................................................................................................... 38

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1. Introduction:
This marketing research report discusses the correlation between impulsive buying behavior
and consumer dissonance in customer’s mind. Impulsive buy is a sudden urge to buy something
without even planning to do so in advance. On the other hand, cognitive dissonance is a
psychological inconsistent and unpleasant feeling one experiences in response to his/her
behavioral decision, in this case by getting involved into an impulsive purchase. In order to
find out the correlation between the variables, we have chosen two main factors and they are
“Impulsive Buying Behavior” and “Cognitive Dissonance”. In this research paper, we wanted
to find out whether there is a correlation between these two factors when people go out and try
to buy clothing from shops. From previous research works, we have come up with few variables
those affects this two main factors. A list of these variables are given below:
1. Impulsive Buying Behavior
2. Store Ambience
3. Promotional Approaches
4. Window Displays
5. Credit Card Purchase
6. Cognitive Dissonance
7. Emotional Discomfort
8. Wisdom of Purchase
9. Concern over Deal
10. Negative Affect

The literature review part of this report also includes the information about the variables, we
have chosen for this project, and discusses each of them respectively,
 Definition
 Discussion
 Argument
 Empirical Findings
 Hypothesis
We have also conducted a few other tests using other variables.
 An Independent Sample T-test on based on gender
 ANOVA on Cognitive Dissonance level felt by different age groups

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1.1 Importance of the Topic:
Impulsive buying is a natural phenomenon these days and, because of the culture of
consumption, people submit to temptation and purchase something without even considering
the consequences of the purchase. But, such unplanned buy can lead a person into having
anxiety and unhappiness. This unpleasant and anxiety feeling create dissonance in customer’s
mind. In this report, we wanted to understand what are the factors or variables and how they
affect impulsive buying behavior and cognitive dissonance feeling while buying cloths. We
also wanted to find out why people make impulsive purchasing decisions and what are the
reasons that might lead them having cognitive dissonance feeling at the end of their purchase.
From the outcome of this research work, we would be able to clearly identify the factors behind
people showing such impulsive behaviors. We also wanted to understand if gender play a vital
part in the decision making of impulsive buying behavior and the feeling of cognitive
dissonance. This report is also designed to find out whether all age groups ends up feeling the
same level of cognitive dissonance because of impulsive purchase or not. All the necessary
information will be obtained by carefully surveyed questionnaire among our respondents and
interpreted using the all the statistical mechanism so far we have been taught in the class.

2. Literature Review & Hypotheses

1st Regression Model

2.1 Impulsive Buying Behavior

Impulsive buying occurs when a consumer experiences a sudden powerful and persistent urge
to buy something straightaway where the impulse to buy is hedonically complex and may
stimulate emotional conflict (Rook, 1987). Moreover, “impulse buying is prone to occur with
diminished regard for its consequences” (Rook, 1987). It is such hedonically complex behavior
in which “the rapidity of the impulse purchase decision process precludes thoughtful, deliberate
consideration of all information & choice alternatives” (Bayley & Nancorow, 1998; Rook,
1987; Thompson et al., 1990; Weinberg & Gottwald, 1982). It is characterized by “(1)
relatively rapid decision making and (2) a subjective bias in favor of immediate possession”
(Rook & Gardner, 1993; Rook, 1987; Rook & Hoch, 1985). “It is described as more arousing,
less deliberate, and more irresistible buying behavior compared to planned purchasing

6
behavior” (Kacen & Lee, 2002). “High impulsive buyers are likely to be unreflective in their
thinking, to be emotionally attracted to the object and to desire immediate gratification” (Hoch
& Loewenstein, 1991; Thompson et al., 1990).
“Impulse buying is presumably sensitive to consumers’ mood states” (Gardner, 1985). Also,
“people vary in their impulse buying proclivities” (Rook, 1987). “It is useful to think of
consumer impulsivity as a lifestyle trait” (Heslin & Johnson, 1985; Rook, 1987). “Consumer
impulsiveness is probably related to various aspects of general acquisitiveness and
materialism” (Belk, 1982, 1984, 1985), “to personality traits such as variety and sensation
seeking” (Hirschman, 1980; Raju, 1980) and to risk aversion and parsimony. “Recreational
shopping is also presumably correlated positively with impulse buying frequencies” (Bellenger
& Korgaonkar, 1980; Tauber, 1972). It is easier than before for consumers to buy impulsively
& further researches are done on explaining the details of how the marketing factors (e.g., credit
cards, store ambience, window displays) support impulsive purchasing and which ones
influence the impulsive buying behavior strongly (Kacen & Lee, 2002). Many other aspects
are also likely to interact with impulsiveness including hedonism, risk avoidance, perceived
consequences and the influences of others (Kacen & Lee, 2002). Profiles of highly impulsive
shoppers are identified by marketers so that promotions can be targeted at these individuals
(Beatty & Ferrell, 1998).

2.2 Store Ambience

Martineau defined store ambience as “the way in which the store is defined in the shopper’s
mind, partly by its functional qualities and partly by an aura of psychological attributes”
(1958:47). In this definition, store layout is part functional attribute and part “Psychological
attributes”, which refers to “things like sense of belonging, feeling of friendliness and the likes”
(Mazursky & Jacoby, 1986). Store image is additionally characterized as the total envisioned
support that people partner with shopping at a specific store (Kunkel & Berry, 1968). Where
retailers are facing an undeniably competitive market place and finding it more and more
challenging to differentiate their stores, the store itself can offer a unique atmosphere or
environment that may impact the consumers’ buying behavior (Kotler, 1973). The “in-store
elements such as color, lighting, style or music may have immediate effects” on decision
making than other advertising elements, which are “not present at the point of purchase” (Baker
& Parasuraman, 1994). Store ambience has likewise been acknowledged to be one of the very

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many contributions to the consumer’s global store image, or general attitude towards the store
(Baker & Parasuraman, 1994).
Both managers and researchers have perceived that store ambience is an imperative marketing
tool and that it impacts consumers’ buying decisions (Sherowski, 1983). Ambient elements in
the store environment “provide cues upon which consumers base their quality inferences”
(Baker & Parasuraman, 1994). Studies reaffirm that “retailers should pay attention to
consumer’s in-store emotional state (pleasure and arousal), because the emotions of consumers
are important factors in buyer behavior” (Sherman et al., 1997). In various studies, it has been
suggested that, “social factors and design of the store had a positive impact on pleasure &
ambience positively affected arousal” (Sherman et al., 1997). Conceptual & empirical research
to date has identified store environment as component of store image which in turn influences
consumer impulsiveness (Lindquist, 1974; Mazursky & Jacoby, 1986; Zimmer & Golden,
1988). “Mattila and Wirtz (2008) found that store environmental stimuli positively affect
impulse buying behavior especially when the store environment is perceived as over-
stimulating (excitement and stimulation)” (Muruganantham & Bhakat, 2013). Thus,
H1: Ambience of a clothing store has no influence on consumers’ buying clothes impulsively.
H1a: Ambience of a clothing store significantly influences consumers’ buying clothes
impulsively.

2.3 Promotional Approaches

The “promotional incentive” is defined as a "coupon, rebate or other promotional device
offered to induce a consumer to purchase goods, food or services and for which (i) no direct
consideration is given by the consumer or (ii) the consideration given is less than the value of
the goods, food or services to be received." (Ann, 2017 Repl. Vol.). Consumers experience a
persistent urge for impulse purchases when they visually encounter cues such as promotional
incentives (Dholakia, 2000; Rook, 1987). Unexpected price discounts cause a “generalized
affective effect on consumers” (Janakiraman et al., 2006). Millman (1986) argued that negative
affect induced by price hikes might overturn spending by limiting purchase consideration
whereas, positive affect induced by price drops might increase spending by expanding
consideration. This explains why shoppers as well as impulse shoppers have urge for impulse
purchases. Impulse purchasing may occur as a result of marketers’ manipulations through free
products and price discounts with other promotional incentives (Kotler, 1974). One feasible
opportunity for consumers to purchasing impulse is point of purchase promotions (POP) which

8
is conducive to manipulating consumers immediate decision making on purchasing
(Madhavaram & Laverie, 2004). And it is more frequent in impulse purchases of apparels.
The mere purchase effect holds that promotions-induced purchases take place at a wide volume
and increase future sales (Blattberg & Neslin, 1990). “Impulse buyers are less likely to consider
the consequences of buying on impulse” (Rook, 1987) “and less likely to thoroughly evaluate
their purchase decisions than a typical informed shopper” (Jones et al., 2003). They are more
willing to accept spontaneous buying ideas (Hoch and Loewenstein, 1991), and are more
focused on the immediate gratification of purchasing the product due to the promotional
approaches. “Impulse buyers are often drawn to a mysterious attraction of the product which
motivates the buyer to purchase the item.” (Rook, 1987) and this is believed to be more frequent
in apparel industry. Thus,
H2: Promotional approaches on clothing has no influence on consumers’ purchasing clothes
impulsively.
H2a: Promotional approaches on clothing has significant influence on consumers’ purchasing
clothes impulsively.

2.4 Window Displays

Window displays are traditional in “brick-and-mortar (B&M) stores to bring products to the
attention of potential customers” (Breugelmans and Campo, 2011). “The windows are the first
look a customer gets before she comes into a store” (Klokis, 1986, p. 108). Window displays
are a significant component of the retail mix as they are used to communicate information about
the store, its products, and services (Sen et al., 2002). A reestablished confidence among
retailers in the capacity of window displays to catch shoppers' attention and draw them into a
store has created late enthusiasm for this specialized tool following quite a while of disregard.
(Sen et al., 2002). Studies have demonstrated strong experimental proof that by showcasing
particular items (clothing/apparels), window displays can boost sales due to increased impulse
purchase of consumers (Bemmaor and Mouchoux 1991; Dhar et al., 2001; East et al., 2003;
McKinnon et al., 1981; Wilkinson et al., 1982). Consumers become inclined to purchase since
the showcasing in the window displays attracts them. The emphasis of window display in
instigating impulsive purchasing conduct of consumers has received impressive measure of
significance in literature (Karbasivar and Yarahmadi, 2017). Since a consumer’s choice of a
store is determined by the physical attractiveness or outlook of the store (Darden et al., 1983)
and “first impressions of the store image is generally created at the façade level” (Karbasivar

9
and Yarahmadi, 2017), it can be concluded that window displays may influence at least to some
extent consumers choice of a store when they do not go out with a very specific purpose of
visiting a certain store and purchasing a particular item (Karbasivar and Yarahmadi, 2017).
The most initial step to getting customers to buy or make a purchase is “getting them in the
door” (Karbasivar and Yarahmadi, 2017). Window displays are conducive for bringing
customers in the door which in turn leads to an impulse purchase. Furthermore, window
displays attract passersby’s attention widely (Diamond & Diamond, 1996). The modern setting
of display, light and color ultimately transforms passersby into impulse shoppers (Diamond &
Diamond, 1996). Window displays make a shopper step in the shop resulting in an impulse
purchase in most cases. “It is estimated that 90 per cent of the stimuli consumers perceive come
through sight, while much of the rest is through hearing.” (Edwards & Shackley, 1992). This
presents an opportunity: if we can identify how to effectively arrest attention, then window
display has more likelihood of succeeding. (Edwards & Shackley, 1992). There are strong
empirical evidences on how displaying specific products, sales can be increased due to the
increased amount of impulse purchases of consumers (Bemmaor and Mouchoux 1991; Dhar et
al., 2001; East et al., 2003; McKinnon et al., 1981; Wilkinson et al., 1982). Thus,
H3: Window displays of a clothing store cannot influence consumers’ purchasing clothes
impulsively.
H3a: Window displays of a clothing store can significantly influence consumers’ purchasing
clothes impulsively.

2.5 Credit Card Purchase

“Credit cards are seen as a convenient and relatively painless way to spend” (Karbasivar and
Yarahmadi, 2017). The use of credit cards lowers the perceived cost and even from bigger to
biggest future use (Karbasivar and Yarahmadi, 2017). Widespread usage of credit cards
enlightens the fact that consumer preferences concerning “prearranged lines of credit” while
technological advancements make it much more feasible for “creditors to offer revolving
credit” (Durkin, 2000). Faster and feasible access to credit cards eradicates the immediate need
for money to make a purchase which is conducive to overspending of consumers (Schor, 1998)
and it likely generates and accelerates the ‘development of impulse buying” (Robert & Jones,
2001). Hence compared to cash, credit cards lead to higher profligacy (Karbasivar and
Yarahmadi, 2017). According to the consumer researchers, heavy credit card users are found
to be less price conscious (Tokunga, 1993), ‘that credit card possession is related to buying
higher priced items” (Deshpande & Krishnan, 1980).
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Since impulsive buying behavior may be instigated by the usage of credit cards, a concern
prevails to examine and investigate the relationship between impulse buying behavior and
credit card purchase. In regard to that, Robert and Jones (2001) also reinforced the assisting
nature of credit cards on consumer’s impulse spending. Many researches and studies have
investigated and examined the “effects of demographic and economic variable son credit card
use, such as age, income, education, occupation and marital states” (Chien and Devaney, 2001;
Kim, 2001; Min, 1999; Xiao et al., 1995) “and credit attitude” (Davis and Lea, 1995; Hayoe et
al., 2000; Hayoe et al. 1999; Kim, 2001; Xiao et al. 1995). There is strong empirical evidence
that possession of credit card and use of credit card is positively/directly correlated with the
“anticipation and actualization of further usage” (Feinberg, 1986). Thus,
H4: Opportunity of purchasing clothes with Credit Card cannot influence consumers’
purchasing clothes impulsively.
H4a: Opportunity of purchasing clothes with Credit Card can significantly influence
consumers’ purchasing clothes impulsively.

2nd Regression Model

2.6 Cognitive Dissonance

Cognitive dissonance is an emotional feeling which provides psychological discomfort
(Carlsmith & Aronson, 1963), puts a person into a mentally unpleasant state with anxiety,
uncertainty or doubt (Menasco & Hawkins, 1978; Montgomery & Barnes, 1993; Mowen, 1995)
and generates regret or remorse in customers’ mind in response to salesperson’s advances
(Insko & Schopler, 1972). It is a mentally unstable state created by conflicting cognitions.
Cognition dissonance generally occurs when an opinion is shaped or a choice is being made
and provides cognitions to guide people to different directions (Festinger, 1957) and emotions
comprise of agonizing and intolerable sentiments. Cognitive dissonance is a conscious way of
rationalizing or articulating the discomforting feeling which itself caused by the psychological
disharmony and clashes between convictions, beliefs and activities (Menasco & Hawkins,
1978).
Dissonance is comparatively less related with inconsistency among acknowledgement, rather
it is strongly linked the expectations of undesirable outcomes (Cooper and Fazio, 1984). Every
purchase might not create dissonance within the customers; what might cause dissonance are
the substantial amount of money and emotional cost a customer invests into a purchasing

11
decision (Cummings & Venkatesan, 1976). Lately, many researchers suggest that impulsive
buying causes more cognitive dissonance than planned purchases. Highly involved customers
have a greater ability to handle risks since more available information, research, data collection
and analysis are done by them (Smith et al., 2006). On the contrary, impulsive buying requires
less involvement and data collection before making a purchasing decision. Due to having lack
of proper information about the product prior to the purchase, impulsive purchase is more likely
to go wrong and cause cognitive dissonance (Rook and Fisher, 1995).
Satisfaction level is one of the fundamental factors behind the occurrence of cognitive
dissonance. Satisfaction can be depicted as the disparity between expected performance of the
product and corresponding product standard which was the customer supposed to get
(Westbrook and Oliver, 1991). Since satisfaction is generated from intellectual judgement, a
breach or confusion in such understanding can cause cognitive dissonance in customers
(Dhabolkar, 1995; Oliver, 1994).
Emotional discomfort, wisdom of purchase and concern over the deal are the three most
important factors behind causing cognitive dissonance in the customer’s mind.
Following the research path of Festinger’s early work (1957), numerous researches has been
conducted on cognitive dissonance and impulsive buying. Evidences have been founded in
favor of the researches (Sweeny et al., 2000) and it was concluded that, following an impulsive
purchase, consumer satisfaction level, their attributes and way of perceiving the deals or the
arrangement have strong relationship with post-purchase cognitive dissonance.
H5: Purchasing cloths impulsively and cognitive dissonance are not correlated.
H5a: Purchasing cloths impulsively significantly correlated with cognitive dissonance.

2.7 Emotional Discomfort

Emotional discomfort is the psychologically unpleasant or distress emotion a person feels
consequent to their purchase decision (Sweeny et al., 2000). Cognitive dissonance has been
characterized as a psychological discomfort (Carlsmith et al., 1963) and the feeling generally
caused by anxiety, uncertainty or doubt. Discomfort is basically an unpleasant psychological
feeling one experiences when there is a discrepancy between what the buyer believes and the
information that helped him taking the decision calls into question (Festinger, 1977).
Sometimes the feeling can be generated by being controlled by the salesman's persuading
power and that may make inconvenience and also psychological disharmony inside the client's
brain. Research has suggested that the reason behind the cognitive dissonance is that it is
psychologically uncomfortable and difficult to hold a conflicting perceptions or distress
following an impulse buying.
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Impulsive buy conceptualizes the desire of acquiring a particular product or service. However,
initial research on compulsive buyers suggests that a significant number of customers show
great deal of interest after they purchase the product (Faber et al., 1987). They said they
encounter negative emotional feelings starting from guilt to disappointment for obtaining the
item if they make the purchase despite their financial hardship (Rook, 1987). Mostly, this
occurs when the customers fail to find a legitimate reason or explanation behind their
purchasing decision. After making a purchase, most buyer tend to think if their intellectual
consistency and freedom of conviction are compromised to various selling approaches made
by the seller (Cummings and Venkatesan, 1976). They can also feel they are tricked or deceived
by the false-confirmation and manipulating skills of the salespersons. Consequently, these
outcomes and feelings can lead people to be mentally repentant, can bring down their
confidence level and can have terrible effect on their interpersonal relationships (Hoch and
Loewenstein, 1987).
The characteristics of the customers can have a big influence on making impulsive decisions.
Untrue fantasies, broken confidence and low self-esteem (Kaplan and Kaplan, 1985) are
likewise to be blamed because it causes an uncertain feeling among the buyers and, as a
consequence, they settle on questionable decisions. Generally, impulsive characteristics occur
because of the absence of self-control (Strack and Deutsch, 2004). This condition can lead to
post-purchase scenarios. As a result, people with high impulsive characteristics might turn out
to be more inclined to having emotional uneasiness and discomfort (Wood, 1998). Thus,
impulsive individuals with post-purchase emotional discomfort might end up feeling
considerably higher level of cognitive dissonance than others.
In a post-purchase scenario, following and impulsive buying, it was statically proven that buyer
with higher impulsive characteristics tends to encounter more emotional discomfort and
cognitive dissonance due to them putting lack of consideration their choice. Elliot and Devine’s
research also explored the idea of this theory and empirically proposed a supportive proposition
which discusses the strong relationship between having emotional discomfort and cognitive
dissonance following an impulsive purchase.
H6: Emotional discomfort after purchasing clothes does not have any positive relation on
cognitive dissonance of consumers.
H6a: Emotional discomfort after purchasing clothes has significant positive relation on
cognitive dissonance of consumers.

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2.8 Wisdom of Purchase
Wisdom of purchase is the acknowledgment or the affirmation of a customer, after purchasing
a product, that he/she may not have needed the product or selected the appropriate or non-
appropriate one in response to their demand (Sweeny et al., 2000). Wisdom of purchase is
generally related with two inquiries; those are asked by the buyer as soon as the purchase is
conducted and they are “whether the correct decisions are made” and “whether the item was
truly required.” Assessing the quality and the nature of the product gives the purchaser
assurance of determining whether he/she has settled on the correct decision or not (Pavlou,
2003). However, the customers with high dissonance would confront greater difficulty in
judging the quality and nature of the item; this may bring down their satisfaction level on the
product and generate psychological discomfort, dissonance and remorse in the customer’s mind
(McCole and Palmer, 2001).
Subsequent to making an impulsive purchase, customer frequently questions their intention of
buying the product and tries to discover proper justification behind the purchasing decision.
Following their failed effort to find a suitable reason for their purchase can lead the customers
into having cognitive dissonance (Shim and Drake, 1990). The abnormally high state of
dissonance might cause them to have less level of perceived value of their purchased products
and, as a consequence, they are less likely to experience positive satisfaction (Sweeny et al.,
2000).
A customer buys his desired product or service to avail the benefit and the utility out of it. This
works when the buyer shows positive confirmation and post-purchase sentiment towards the
product and their choice. A person acknowledges and gives the affirmation simply after
effectively judging the quality of the product and accepting the wisdom of taking the right
decision. Usually either anxiety or positive feelings is the psychological emotions they receive
by doing that. If the customer thinks he/she has made the right choice and will be able to make
a good utility of it, the psychological feeling they will be receiving is positive. If they feel they
have made a wrong decision, the result might turn out to be reverse. These feeling encourages
them to conceptualize the idea of acknowledging the purchasing decision they have made.
H7: Wisdom of purchase after buying clothes does not have any positive relation on cognitive
dissonance of consumers.
H7a: Wisdom of purchase after buying clothes has significant positive relation on cognitive
dissonance of consumers.

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2.9 Concern over Deal
Concern over deal generally occurs when a person believes or acknowledges that the purchase
has been made by the influence or the skills of the salesperson against their own convictions
and beliefs (Sweeny et al., 2000). Generally, this inclination produces an unpleasant feeling
within the buyers' mind as they believe they have been tricked or there is some kind of problem
with the arrangement they got. Individuals do quality judgement before and after the purchase
they make and try to find assurance to defend their decision. Thus, concern over the deal comes
in. However, concern over the deal has big impact on the perceived value of the customers and
their satisfactions on the product. In most of the situations, judging the quality becomes over
looked by the assurance and the selling skills of the salespeople (Bagozzi, 1994).
Looking from the emotional perspective, people expect sellers to have higher level of trust,
better relationship and utmost cooperation with the customers. Recent research shows
customers can frequently encounter both trust and distrust at the same time (Lewicki et al.,
1998). If there is any inconsistency in any of these variables, the customers start to have doubts
and show their concern over the deals they have got. Having concerns about the arrangements,
customers begin to feel cognitive dissonance inside of their minds’ and they start having
negative feeling about the deal itself. They also show their doubt towards the favorability of
the deal by wondering whether they could have bargained a better deal out of it.
Customers also start scrutinizing their purchasing decision and wonder whether their
consistency of cognitive decision making is compromised (Scrone et al. 2006). “Whether the
product is really needed”, “whether the product is the right choice” and “does this product
capable enough to serve him/her with promised quality and service” are the questions they ask
themselves. Customers also start to question the perceived value of the product and find it
difficult to judge the quality of the product. This inclination will subsequently lead them to
have lower level of satisfaction regarding the product and have less association with the brand.
Such concerns are, for the most part, caused by the tension of having obscure results or
outcomes; also a feeling of regret and apprehension is felt by them because of their impulsive
buying decision (Cooper and Fazio, 1984). It could be concluded that concern over deals
generally occurs because of the discrepancy of the available information about product
characteristics and doubt over the deal with the salesperson.
H8: Concern over deal after purchasing clothes does not have any positive relation on cognitive
dissonance of consumers.
H8a: Concern over deal after purchasing clothes has significant positive relation on cognitive
dissonance of consumers.

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2.10 Negative Effect
Negative effect is the emotional or psychological distress people feel when their pre-purchase
expectation does not match or coordinate with post-purchase expectation (Beatty and Ferrell,
2017). Customers can frequently encounter this sort of unpleasant feeling because of both
planned and impulsive purchasing. Perceived value is the positive outcome and utility a person
anticipates from their buy, but it can be compromised if there is discrepancy between the
expectation and the real service of the product. In response to the product assurance and the
selling skills of the sales representatives, a purchaser can buy an item without giving any quality
judgment. Giving less consideration towards the utility and the reliability of the product or
service can also create low satisfaction level after the purchase is made (Russell, 1980). This
might create dissonance among the customer mindset and have negative feeling about the deal
they have got.
Post-purchase emotional state generally occurs when pre-purchase expectation is met or
disconfirmed with the post-purchase service of the product (Oliver, 1977). Dissatisfaction can
be conceptualized as a psychological state of mind resulting from the feeling of negative
discomfort. Generally, it happens when the perceived actual performance is less than it was
expected. However, difference in expectation and reality does not necessarily create dissonance
in customer’s mind. If the actual performance is slightly greater or less than the expected
performance, then the discomfort or expectation mismatch might not occur (Erevelles and
Leavitt, 1992).
Contrast theory suggests that sufficiently large contrast amongst expectation and product
performance leads the purchaser to notice and magnify the gap because of the unexpected
impact of encountering unexpected differences (Spector, 1956). This theory also proposes if
there is low level of research effort and expectation involved in buying decision, the buyer is
going to experience less dissonance and it may likewise reduce their emotional discomfort
(Cardozo, 1965). The theories of negative effects suggest that dissonance is generally involved
with the difference between pre-purchase expectation and post-purchase perceived quality. A
slight distinction in expectation and reality is not enough to create distress and dissonance in
customer’s mind (Anderson, 1963), yet it can make a disconfirm in desire which may lead the
purchaser to have lower satisfaction.
H9: Negative affect after purchasing clothes does not have any positive relation on cognitive
dissonance of consumers.
H9a: Negative affect after purchasing clothes has significant positive relation on cognitive
dissonance of consumers.

16
 Theoretical Framework

T-Test based ANOVA based

Store Ambience on Age Groups
on Gender

Wisdom of
Purchase
Promotional
Approaches

Emotional
Discomfort
Window Impulsive Buying Buyer’s Remorse/
Displays Behavior Cognitive Dissonance
(IBB)

Concern over
Deal

Credit Card Negative

Purchase Affect

Regression Model 2
Regression Model 1
(Variables: Scalar/Dummy
(Variables: Scalar/Dummy
coded)
coded)
17
3. Methodology
3.1 Sampling
Data were collected using the convenience method from Bashundhara, Shantinagar, Shegun
Bagicha, Khilgaon, Uttara & Mirpur in Dhaka city. A total of 140 respondents, all of who were
impulse buyers, participated in the study. The self-administered survey was conducted from
August 10th, 2017, across impulse purchasers of clothes who were residing in different
locations in Dhaka city. The questionnaire presented the respondents with a set of statements
regarding their impulse purchase of clothing and remorse/cognitive dissonance/possible
dissatisfaction after the purchase. Seven-point likert scales were used (1 = “strongly disagree”;
7 = “strongly agree”) to conduct the survey.

3.2 Measures
Variables in the model include Impulsive Buying Behavior, Credit Card Purchase, Promotional
Approaches, Window Display, Store Ambience, Cognitive Dissonance, Negative Affect,
Emotional Discomfort, Wisdom of Purchase & Concern Over Deal. A five item scale and three
four item scales were adapted from Karbasivar and Yarahmadi (2017) for Impulsive Buying,
Credit Card, Promotional Approaches and Window Display respectively. For Store Ambience,
a five item scales were adopted from Chang, Eckman and Yan (2017). As for Negative Affect
a three item scale was adopted from Beatty and Ferrell (2017). Three three item scales and one
ten item scale were adapted from Hausknecht, Sweeney, Soutar and Johnson (1998) for
Cognitive Dissonance, Wisdom of Purchase, Concern Over Deal and Emotional Discomfort
respectively. The following table lists all the items and their corresponding constructs, along
with their mean and standard deviation, and cronbach‟s alpha for each variable.

18
3.3 Table: Measures of Variables
Variable Item- Description Mean SD
Impulse Buying IB1- I tend to buy clothing if I really like it. 5.61 1.763
(Karbasivar and IB2- A nice cloth can drive me to make a purchase
Yarahmadi, 2017, p.179) IB3- Sometimes I buy clothes to feel better. 5.50 1.763
IB4- I am less concerned with the price of the cloth.
Cronbach’s Alpha: IB5- I buy clothes without giving second thought 4.61 1.984
0.603
3.36 1.877

3.45 2.117
Credit Card CC1- I generally use Credit Card. 3.49 2.097
(Karbasivar and CC2- I use Credit Card to buy clothing.
Yarahmadi, 2017, p.179) CC3- When I have the Credit Card, I buy clothes that 3.39 2.083
are not even necessary.
Cronbach’s Alpha: CC4- Credit Card drives me to make a purchase 3.06 1.948
0.823
3.44 1.964
Promotional PA1- I buy clothing if I can get free product. 4.18 2.001
Approaches PA2- I get motivated to make a purchase when I see
(Karbasivar and free product with it 4.88 1.910
Yarahmadi, 2017, p.179) PA3- I buy clothing in shops with discount price.
PA4- If I see discount price, I make a purchase 4.99 1.722
Cronbach’s Alpha:
0.784 4.93 1.761

Window Display WD1- sometimes I only visit shops because their 3.89 1.862
(Karbasivar and window displays are beautiful.
Yarahmadi, 2017, p.179) WD2- I pay attention to shop’s window display. 4.75 1.592
WD3- I am interested in shopping at well-designed
window shops. 4.79 1.428

19
Cronbach’s Alpha: WD4- Sometimes I buy clothing in effect of shop’s 4.47 1.580
0.743 window display.

Store Ambient/Design SA1- Cleanliness of a store can drive me to make a 4.84 1.814
(Chang, Eckman and purchase
Yan, 2017, p.240) SA2- A relaxing place to shop can drive me to make 4.59 1.996
a purchase
SA3- A pleasant place to shop can drive me to make 4.64 1.990
Cronbach’s Alpha: a purchase
0.882 SA4- Interior design of a shop can drive me to make 4.35 1.896
a purchase
SA5- Bright colored shop can drive me to make a
purchase
Negative Affect NA1- I feel distressed if my pre-purchase 5.01 1.817
(Beatty and Ferrell, expectation does not match post-purchase
2017, p.181) performance 5.26 1.490
NA2- I feel upset if my pre-purchase expectation
does not match post-purchase performance 5.06 1.494
Cronbach’s Alpha: NA3- I feel irritable if my pre-purchase expectation
0.759 does not match post-purchase performance
Cognitive Dissonance CD1- After a purchase, I wonder if I made the right 4.97 1.587
(Hausknecht, Sweeney, choice.
Soutar and Johnson, CD2- After a purchase, I wonder if I should have 4.81 1.604
1998, p.125) kept on looking.
Cronbach’s Alpha: CD3- After a purchase I wonder if the cloth I bought 4.71 1.784
0.770 is worth the money I spent on it

20
Emotional Discomfort ED1- After a purchase, I felt disappointed with 3.59 1.829
(Hausknecht, Sweeney, myself
Soutar and Johnson, ED2- After purchase, I felt angry 3.17 1.784
1998, p.381) ED3- After a purchase, I felt uneasy
ED4- After a purchase, I felt I had let myself down 2.95 1.783
ED5- After a purchase, I felt annoyed
ED6- After a purchase, I felt dissatisfied 3.04 1.668
ED7- After a purchase, I was in pain
Cronbach’s Alpha: ED8- After a purchase, I felt depressed 3.17 1.705
0.937 ED9- After a purchase, I felt furious with myself
ED10- After a purchase, I felt tasteless 3.29 1.686

2.90 1.750

3.07 1.743

2.94 1.712

3.04 1.755
Wisdom of Purchase WP1- After a purchase, I wonder if I really need this 4.17 2.035
(Hausknecht, Sweeney, cloth
Soutar and Johnson, WP2- After a purchase, I wonder whether I should 3.94 1.867
1998, p.125) have bought any cloth at all
WP3- After a purchase, I wonder if I bought the right 4.26 1.825
cloth
Cronbach’s Alpha:
0.849
Concern Over Deal OD1- After a purchase, I wondered if I had been 3.86 1.836
(Hausknecht, Sweeney, fooled
Soutar and Johnson, OD2- After a purchase, I wondered if they had 3.81 1.814
1998, p.125) deceived me
Cronbach’s Alpha: OD3- After a purchase, I wondered whether there 3.93 1.806
0.893 was something wrong with the deal I got

21
22
4. Hypothesis Testing

4.1 T-Test based on Gender

Ho: Cognitive Dissonance after purchase of clothes for male & female are the same.
Ha: Cognitive Dissonance after purchase of clothes for male & female are significantly
different.

F(Female)= 15.17, M(Male)= 13.89, t(138)= 1.842, p-value= 0.068

Since, p-value is greater than 0.05, we cannot reject null hypothesis at 0.05 significance level
thus, Cognitive Dissonance after purchase of clothes for male & female are the same.

4.2 ANOVA on Cognitive Dissonance level felt by different age groups

Ho: All age groups result in the same level of Cognitive Dissonance after purchasing cloths.
Ha: At least one of the age groups has significantly different cognitive dissonance level than
any other group after purchasing cloths.

23
Step-1: Infer from the mean difference whether ANOVA is justified.

From the mean table, we can see that there is noticeable difference amongst the mean. From

24
plotting the means on an error bar, we see that a single parallel line cannot be drawn through
all the 4 means. Therefore, we can conclude that ANOVA testing is possible.

Step-2: Check for outliers.

From the outlier diagram, we see that there is no problem with the outlier issues with most of
the age groups. There is a small sample of outlier in the age group from 20-25, but that is really
minimal and will not have any impact on the result. So, we believe it is acceptable.

25
Step-3: Check for normality.

From the normal Q-Q plot, we see that most of the observation lies on the straight line
suggesting the residual distribution is normal.

Step-4 Check for homogeneity of variance.

Lavene’s Statistics (2,136) = .689, p-value = .504

From Lavene’s statistics, we see that the p-value is greater than 0.05 and it also suggests that
we have passed the homogeneity of variance test.
26
Step-5: Testing of the hypothesis.

F (3,136) = .210, p-value = .890

Since the p-value is greater than 0.05, we do not reject the null hypothesis at significance level
.05. So, this means people from all age groups result in the same level of cognitive dissonance
after purchasing cloths.

27
Step-6: Conduct multiple comparison to find out which group differs from which one(s).

From the ANOVA table, we see that the significance level (.890) is greater than 0.05 suggesting
all age groups result in the same level of cognitive dissonance after buying cloths. Since we
see all age groups have the same level of cognitive dissonance, we can say that there is no age
group that has significant comparison compared to other groups. Therefore, no comparison test
is needed for the ANOVA test.

4.3 1st Regression

Proposed Regression Model
Y= a+b1x1+b2x2+b3x3+b4x4
Here,
Y= Impulsive Buying Behavior
a= constant
b1,b2,b3,b4= co-efficient, where,
b1= Credit Card
b2= Promotional Approaches
b3= Window Display
b4= Store Ambience
Hypothesis
Ho: None of the four independent variables (Credit Card, Promotional Approaches, Window
Display, Store Ambience) explain any variability in Impulsive Buying Behavior in purchasing
clothes.
Ha: At least of the four independent variables (Credit Card, Promotional Approaches, Window
Display, Store Ambience) explain significant variability in Impulsive Buying Behavior in
purchasing clothes.

28
Extracted Model
Impulsive Buying Behavior= 5.531 +0.241(Credit Card) +0.315(Window Display)
+0.394(Store Ambience)
The variable Promotional Approaches has been excluded because its p-value(0.490) is greater
than 0.05 in the coefficient table.
Interpretation
From the Anova Table, we can see that the p-value (0.000) is less than 0.05, hence we reject
null hypothesis and accept alternative hypothesis at 0.05 significance level. This means that at
least of the four independent variables (Credit Card, Promotional Approaches, Window

29
Display, Store Ambience) explain significant variability in Impulsive Buying Behavior in
purchasing clothes.
R-square= 0.534, means 53.4% variability in Impulsive Buying Behavior in purchasing clothes
can be explained by Credit Card, Promotional Approaches, Window Display and Store
Ambience.

2nd Regression
Proposed Regression Model,
Y = a + b1x1 + b2x2 + b3x3 + b4x4

Here,
Y = Cognitive Dissonance
a = Constant
b1, b2, b3, b4 = Coefficients

b1 = Negative Affect
b2 = Emotional Discomfort
b3 = Wisdom of Purchase
b4 = Concern over Deal

4.4 2nd Regression,

Ho: None of the independent variables (Negative Affect, Emotional Discomfort, Wisdom of
Purchase, Concern over Deal) explains significant variability in cognitive dissonance after
purchasing cloths.
Ha: At least one of the independent variables (Negative Affect, Emotional Discomfort,
Wisdom of Purchase, Concern over Deal) explains significant variability in cognitive
dissonance after purchasing cloths.

30
Extracted Model,
Cognitive Dissonance = 5.868 + .154 (Negative Affect) + .302 (Wisdom of Purchase) + .312
(Concern over Deal)

Emotional discomfort variable has been excluded from the extracted model due to its p-value
being greater than 0.05

Interpretation,
From ANOVA table, we can see that the p-value (.000) is less than 0.05. This means we reject
the null hypothesis and accept the alternative hypothesis at 0.05 significance level. This means
at least one of the four independent variables (Negative Affect, Emotional Discomfort, Wisdom

31
of Purchase, Concern over Deal) explains significant variability in cognitive dissonance after
purchasing cloths.

R-Square = .411, which means 41.1% variability can be explained in cognitive dissonance by
Negative Affect, Emotional Discomfort, Wisdom of Purchase, Concern over Deal.

4.5 Correlation
Ho: Purchasing clothes impulsively and cognitive dissonance after purchasing clothes are not
correlated.
Ha: Purchasing clothes impulsively and cognitive dissonance after purchasing clothes are
significantly correlated.
Test of Pearson Correlation

Assumption 01: Here, all the variables both dependent and independent from regression
model 1 & 2 considered in study are scalar (continuous).

Assumption 02:

32
Interpretation
From both the histograms, we see a normal curve within which lies majority of the frequencies
of both Impulsive Buying Behavior & Cognitive Dissonance explaining that the distribution is
normal.

33
Assumption 03:

From the Scatter Plot Graph, we see that most of the observation lies on the straight line
suggesting that the relationship is linear.

Assumption 04: From the Scatter Plot Graph, we see that number of outliers are minimum.

Assumption 05: From the Scatter Plot Graph, we see that most of the observations follow a
pattern suggesting that the responses in reflective scales of all the variables are similar or close
which explains that the data shows homoscedasticity or have equal variance.

34
4.6 Pearson

N= 140, Correlation Co-efficient, r= 0.422, p-value= 0.000

Since, p-value is less than 0.05 we reject the null hypothesis and accept alternative hypothesis
at 0.05 significance level which explains that purchasing clothes impulsively and cognitive
dissonance after purchasing clothes are significantly correlated.
Correlation Co-efficient, r (0.422) suggests that the strength of correlation is moderate.

35
5. Discussions

5.1 Theoretical Implications

The suggestions for impulsive customer conduct give a clear impression. According to theories,
people are more likely to yield to temptation of window displays, store ambiences and buy
clothes impulsively. Moreover theories also imply that consumers whose mental activity is
low, their emotions are impaired while making a purchase decision resulting in an impulse
purchase. From the findings of the study, it is observed that credit card purchase, window
displays of a clothing store and store ambience play a vital role in insisting impulsive buying
behavior of a consumer while promotional approaches which was another variable of impulsive
buying behavior, does not. On the other hand, emotional discomfort is proven to explain less
effect in cognitive dissonance of participants compared to negative affect in consumers,
wisdom of purchase and concern over deal. The finding contradicts the existing theories since
it has been proven that emotional discomfort after an impulse purchase results in cognitive
dissonance of a consumer. The possible reason behind such observations might be due to the
small sample size and uneven participation of both genders. Theoretically, the store ambience
of a clothing store generates consumers to yield in impulse purchase. The bright and soothing
colors insist a higher impulse purchase. From the study conducted among the participants in
Dhaka city, it has been found that, cleanliness and pleasant environment of a store highly
initiates a consumer to look around the clothing stores coupled with bright and colorful window
displays which drives consumers to step in a clothing store. This, in turn, becomes conducive
to conducting an unplanned purchase of cloth. In most cases, after an impulse purchase of cloth,
cognitive dissonance befalls which is further proven in the study conducted among the impulse
cloth purchasers resulting in a moderate correlation between the impulsive buying behavior of
consumers and possible dissatisfaction/remorse after the purchase or cognitive dissonance in
clothing industries of Bangladesh.

36
5.2 Managerial Implications:
Based on our research and analysis, we can see that impulsive buying behavior is influenced
by a number of factors.

Since impulsive purchase from the customers generate sales and profit, managers from clothing
stores can use this as their benefit. To drive up the impulsive buying behavior, managers can
first and foremost focus on improving store ambience. By making the store look inviting and
comfortable, managers can improve the foot traffic and bring more customers in the shop. A
welcoming, attractive and friendly store atmosphere can certainly improve the sales and the
manager should grab the opportunity to make the store visually more appealing to rack up more
sales. This research also suggests manager should also heavily focus on improving the window
displays of their shops since it attracts a lot of customers into the shop and make them buy
products. Attractive and beautiful dresses grab attention of the people and make them interested
to come inside the shop. Another factor manager can really focus on is making more means of
availing products. Our research also suggests people mostly make impulsive buying decisions
when they have excess supply of funds. Our survey was conducted based on the economical
means of cash, debit and credit cards. But, what the manager can improve on is they can also
enable online purchasing ability and installment payment system to encourage people to make
more purchasing decisions. By focusing on such factors, managers can take the benefit of
customer’s impulsive buying decision and generate more profit for the organizations.

Research on cognitive dissonance also suggest a few factors that influence the unpleasant and
uneasy feeling of the customers. By taking necessary steps to reduce such feelings, managers
can make customers more loyal and content with the purchase customers make. As a
consequence, this might help the organizations to rack up more sales. Negative affect is the
emotional or psychological distress people feel when their pre-purchase expectations does not
match with the post-purchase service of the product. To reduce that feeling, managers should
focus delivering the quality products as they promise to the customers and make sure the
expectation level of the customer is matched. The sales person should give the customers to
have sufficient amount of time to conduct quality judgement and they should also give
assurance about the after purchase service of the product. Focusing more on quality assurance
and after purchase support can bring up the satisfaction level of the customers and reduce

37
negative affect. As a result, the buyers become more content with their purchase and it might
lead them to make recurring purchase more.

Managers should also focus on getting the approval in favor of wisdom of purchase from
customer’s mind. To clear up any confusion regarding the purchase and how the product might
serve its purchase, the salespeople can talk it through with the customers. By providing a lot of
information regarding the product can give a sense of justification and acknowledgement for
the customers whether they have made the right choice or not. This might help them to bring
up their satisfaction level and it also might end up making loyal to the products. Concern over
deal usually occurs when they believe the purchasing decision was made because of the
influence and the marketing skills of the salesperson. By taking necessary measures, such
feeling can be easily reduced. Since individuals like to do quality judgment on their own, the
managers should suggest the salesperson to enforce less on the customers and not to do over
explain them about exaggerated assurances. Salespeople should be refrained from using
aggressive marketing tricks that might force the customer to think there is something wrong
with the product or the deal; instead they should only answer to the queries which were made
by the customers.

6. Limitation of the Study:

The limitations we faced along the course of this research project are:

 Very few referable work has been done regarding this topic in the past. Finding prior
research information about this project has been really difficult.
 The sample size was considerably small. By taking more sample sizes from different
organizations, we could have got more accurate results.
 Time constraint was a major issue. A research analysis on such a vast topic requires
more time and resource investment.
 Measures of data collected were limited.
 Available data required for this research work was also limited.

If the stated limitations are properly taken care of, we believe we will be able to deliver a more
accurate result regarding this research topic in the future.
38
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 Appendix
The following questionnaire asks questions regarding your opinions/experiences on impulse purchase
of clothes and possible dissatisfaction after purchase. Please take your time and answer them
truthfully as per your ability. This survey is completely anonymous and the data will not be shared
with anyone other than the researchers themselves and the concerned researching bodies.
Impulse Purchase: An impulse purchase or impulse buying is an unplanned decision to buy a
product or service, made just before a purchase.

1. Please indicate to what extent you agree or disagree with the following statements
regarding your impulse purchase of clothes and possible dissatisfaction after the
purchase.
( 1 = Strongly Disagree, 7 = Strongly Agree )
Strongly disagree.......................................................Strongly
Code Statement agree

IB1 I tend to buy clothing if I

1 2 3 4 5 6 7
really like it.
IB2 A nice cloth can drive
1 2 3 4 5 6 7
me to make a purchase.
IB3 Sometimes I buy clothes
to feel better. 1 2 3 4 5 6 7

IB4 I am less concerned with

1 2 3 4 5 6 7
the price of the cloth.
IB5 I buy clothes without
1 2 3 4 5 6 7
giving second thought.
CC1 I generally use Credit
1 2 3 4 5 6 7
Card.
CC2 I use Credit Card to buy
1 2 3 4 5 6 7
clothes.
CC3 When I have the Credit
Card I buy clothes that 1 2 3 4 5 6 7
are not even necessary.
CC4 Credit Card drives me to
1 2 3 4 5 6 7
make a purchase.
PA1 I buy clothes if I can get
1 2 3 4 5 6 7
free product.
PA2 I get motivated to make a
purchase when I see free 1 2 3 4 5 6 7
product with it.
PA3 I buy clothes in shops
1 2 3 4 5 6 7
with discount price.
PA4 If I see discount price, I
1 2 3 4 5 6 7
make a purchase.
WD1 I only visit shops because
their window displays are 1 2 3 4 5 6 7
beautiful.

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 Strongly disagree.......................................................Strongly
Code Statement agree

WD2 I pay attention to shop’s

1 2 3 4 5 6 7
window display.
WD3 I am interested in
shopping at well- 1 2 3 4 5 6 7
designed window shops.
WD4 Sometimes I buy clothes
in effect of shop’s 1 2 3 4 5 6 7
window display.
SA1 Cleanliness of a store can
drive me to make a 1 2 3 4 5 6 7
purchase.
SA2 A relaxing place to shop
can drive me to make a 1 2 3 4 5 6 7
purchase.
SA3 A pleasant place to shop
can drive me to make a 1 2 3 4 5 6 7
purchase.
SA4 Interior design of a shop
can drive me to make a 1 2 3 4 5 6 7
purchase.
NA1 I feel distressed if my pre-
purchase expectation
1 2 3 4 5 6 7
does not match post-
purchase performance.
NA2 I feel upset if my pre-
purchase expectation
1 2 3 4 5 6 7
does not match post-
purchase performance.
NA3 I feel irritable if my pre-
purchase expectation
1 2 3 4 5 6 7
does not match post-
purchase performance.
CD1 After a purchase, I
wonder if I made the 1 2 3 4 5 6 7
right choice.
CD2 After a purchase, I
wonder if I should have 1 2 3 4 5 6 7
kept on looking.
CD3 After a purchase, I
wonder if the cloth I
1 2 3 4 5 6 7
bought is worth the
money I spent on it.
ED1 After a purchase, I felt
1 2 3 4 5 6 7
disappointed with myself.
ED2 After a purchase, I felt
1 2 3 4 5 6 7
angry.
ED3 After a purchase, I felt
1 2 3 4 5 6 7
uneasy.

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 Strongly disagree.......................................................Strongly
Code Statement agree

ED4 After a purchase, I felt I

1 2 3 4 5 6 7
had let myself down.
ED5 After a purchase, I felt
1 2 3 4 5 6 7
annoyed.
ED6 After a purchase, I felt
1 2 3 4 5 6 7
dissatisfied.
ED7 After a purchase, I was in
1 2 3 4 5 6 7
pain.
ED8 After a purchase, I felt
1 2 3 4 5 6 7
depressed.
ED9 After a purchase, I felt
1 2 3 4 5 6 7
furious with myself.
ED10 After a purchase, I felt
1 2 3 4 5 6 7
tasteless.
WP1 After a purchase, I
wonder if I really need 1 2 3 4 5 6 7
this cloth.
WP2 After a purchase, I
wonder whether I should
1 2 3 4 5 6 7
have bought any cloth at
all.
WP3 After a purchase, I
wonder if I bought the 1 2 3 4 5 6 7
right cloth.
OD1 After a purchase, I
wonder if I had been 1 2 3 4 5 6 7
fooled.
OD2 After a purchase, I
wonder if they had 1 2 3 4 5 6 7
deceived me.
OD3 After a purchase, I
wonder if there was
1 2 3 4 5 6 7
something wrong with
the deal I got.

2. Age: ..........................
3. Gender: □ Male □ Female

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