Cognitive Consequences of Brand Loyalty

Cohen Joel B. and Goldberg Marvin E. “The Dissonance Model in Post-Decision Product Evaluation,” Journal of Marketing Research, 7 (August 1970), 315–21.

Kassarjian Harold H. and Cohen Joel B. “Cognitive Dissonance and Consumer Behavior,” California Management Review, 8 (Fall 1965), 55–64.

McGuire William J. “The Current Status of Cognitive Consistency Theories,” in Feldman Shel , ed., Cognitive Consistency: Motivational Antecedents and Behavioral Consequences. New York: Academic Press, 1966, 1–46.

Venkatesan M. “Cognitive Dissonance,” in Ferber Robert , ed., Handbook of Marketing Research. New York: McGraw-Hill, 1971.

Winer B. J. Statistical Principles in Experimental Design. New York: McGraw-Hill, 1962.