Online Impulse Buying and Cognitive Dissonance

Discover the intriguing dynamics of consumer behavior in Giovanni Mattia's insightful book, Online Impulse Buying and Cognitive Dissonance. Published by Springer Nature Switzerland AG in 2022, this paperback edition spans 99 pages and offers a thorough exploration of the psychological factors influencing impulsive buying among millennials. Drawing from extensive research involving a sample of 212 impulsive millennial buyers, Mattia presents a clear and concise framework that connects impulse buying, cognitive dissonance, and positive affect states. This book is an essential read for marketers, psychologists, and anyone interested in understanding the complexities of online shopping behavior. Enhance your knowledge of consumer psychology and the digital marketplace with this engaging and informative resource.