Abstract This experimental study investigates the effects of cognitive dissonance, expectations, and product performance on product evaluations. The study improves upon the methodological problems of the past experimental studies. The results of a 2×2×2 factorial design suggest that product involvement acts as a moderator in the postdecisional product evaluation process. The theoretical and empirical findings suggest communication guidelines for the advertisers.
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Korgaonkar et al. (1982) studied this question.
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