An analysis of the consumer’s spiritual intelligence on its post-purchase cognitive dissonance and satisfaction: Consumers of home appliances in naein city as a case study

Abstract

Nowadays, due to the presence of numerous and innumerable brands, consumers often have doubt about suitability of what she/he buys. In fact, consumers in this state are suffering from post-purchase cognitive dissonance. Because of importance of the subject matter, an innovative model was developed which analyze the impact of spiritual intelligence as the antecedent of post-purchase cognitive dissonance and then the influence of post-purchase cognitive dissonance on consumer satisfaction among consumers’ of home appliances in Naein city.This research was descriptive - survey .Data was gathered by a questionnaire from a sample size of 210 individuals. In order to examine the hypotheses, Structural Equation Modeling (SEM) and Amos graphic have been used. The results imply that consumers’ spiritual intelligence affect post-purchase cognitive dissonance and consumers’ post-purchase cognitive dissonance influence on their satisfaction. The results indicate that the spiritual intelligence have a positive impact on post-purchase cognitive dissonance. On the other hand, post-purchase cognitive dissonance has a negative impact on consumer satisfaction. © 2014 AENSI Publisher All rights reserved.