| Popis: |
The study aims at identifying and conceptualising latent needs as cognitive elements arousing pre-decisional action-based dissonance states affecting consumer behaviour. This paper presents the pilot study findings establishing pre-decisional cognitive dissonance states within the upcoming generation Z cohort guiding their healthcare decision-making choice. The methodology entailed semi-structured interviews of 15 questions followed by thematic data analysis. Findings indicate pre-decisional dissonance states exist in Zers and that as a cohort they are adept in recognizing and understanding the arousal, times and feelings associated with pre-decisional dissonance as a phenomenon within themselves in a procedural manner in relation to their healthcare consumer decision-making. The novelty of this study lies, in the fact that it is the first study to establish pre-decisional dissonance states as a phenomenon existing within a cohort. Furthermore, it is the first study to demonstrate how perception of cognitive dissonance orients healthcare consumption and decision-making in a cognitive heuristic cohort – Generation Z. The contributions of this study are manifold both theoretically and managerially, highlighted further on in the paper. |
