Cognitive Dissonance in Consumer Decision-Making: A Network Analysis of Theoretical Advancements and Research Frontiers

Purpose – This research intends to undertake a rigorous bibliometric analysis of cognitive dissonance research trends and patterns, map the conceptual, intellectual and social structure; identify the predominant themes; and synthesize the knowledge structure in this discipline. Design/methodology/approach – The procedure was carried out in a step-by-step manner. Following a specified search string, Scopus retrieved 471 research articles from the previous 58 years (1965-2023). To comprehend the field’s base, various techniques of performance analysis and science mapping were employed using Biblioshiny and VOS-viewer software. Findings – The bibliometric analysis of cognitive dissonance research from 1965 to 2023 reveals significant growth, particularly after 2009. Key contributors like the "Journal of Business Research" and author Russo JE have shaped the field. Cognitive dissonance, central to consumer decision-making, extends to domains like marketing and organizational studies. Using tools like VOSviewer and Biblioshiny, the analysis highlights key trends and collaboration patterns, offering valuable insights for marketers to manage consumer dissonance, improve customer satisfaction, and foster loyalty. Originality/value – To the authors’ understanding, this study represents a pioneering effort to examine the research field on cognitive dissonance using bibliometric analysis. Notwithstanding being rooted in Scientometric, this research’s outcomes are instructive for practitioners, academics and aspiring researchers in the field.