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Pandemic, Perceived Risk, and Cognitive Dissonance as Antecedents to Need for Cognitive Closure

Pandemic, Perceived Risk, and Cognitive Dissonance as Antecedents to Need for Cognitive Closure

Ruchika Sachdeva
Copyright: © 2022 |Volume: 13 |Issue: 1 |Pages: 20
ISSN: 1947-959X|EISSN: 1947-9603|EISBN13: 9781799884378|DOI: 10.4018/IJSSMET.298676
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MLA

Sachdeva, Ruchika. "Pandemic, Perceived Risk, and Cognitive Dissonance as Antecedents to Need for Cognitive Closure." IJSSMET vol.13, no.1 2022: pp.1-20. http://doi.org/10.4018/IJSSMET.298676

APA

Sachdeva, R. (2022). Pandemic, Perceived Risk, and Cognitive Dissonance as Antecedents to Need for Cognitive Closure. International Journal of Service Science, Management, Engineering, and Technology (IJSSMET), 13(1), 1-20. http://doi.org/10.4018/IJSSMET.298676

Chicago

Sachdeva, Ruchika. "Pandemic, Perceived Risk, and Cognitive Dissonance as Antecedents to Need for Cognitive Closure," International Journal of Service Science, Management, Engineering, and Technology (IJSSMET) 13, no.1: 1-20. http://doi.org/10.4018/IJSSMET.298676

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Abstract

The purpose of this article is to examine the influence of pandemic, perceived risk, and cognitive dissonance on the need for cognitive closure. A consumer today wants an aversion towards the ambiguity that is created due to this pandemic. The data is collected using Amazon’s Mechanical Turk panel. All of the filled questionnaires are analyzed using stepwise regression. The findings suggest that perceived risk, pandemic, cognitive dissonance influence the need for cognitive closure and perceived risk is the major predictor of cognitive closure. These results enrich our understandings with regards to the importance of designing the marketing strategies in a way that will lead to the reduction in the consumer's perceived risk and cognitive dissonance created due to the pandemic.