Hi, Akhilish:

Satisfaction predicts and drives key consumer behaviors, among them repeat purchases and word-of-mouth advocacy. Back in 2007, i did a study and examined the assessment of cognitive dissonance (CD) scale, dissonance segments, consumer disposition toward satisfaction, obstacles in measuring dissonance, and the CD mediation link between positive reinforcement and satisfaction. Please take a look at it:

https://www.researchgate.net/publication/269096050_Post-Purchase_Dissonance_The_Wisdom_of_the_%27Repeat%27_Purchases%21

Also,  recent research study (Koller, & Salzberger, 2012) argued that the repeated measurement confirms the presumption that cognitive dissonance is detrimental to satisfaction also in a low-priced context. However, the development of dissonance overtime is complex and does not seem to follow a uniform pattern. While higher levels of dissonance decrease over time, smaller levels persist or even increase.

One possible explanation for the observed heterogeneous development assumes that stronger dissonance motivates the consumer more intensely to undertake efforts to reduce dissonance, while smaller levels of dissonance are not as effective and, consequently, dissonance may grow over time. Alternatively, a small level of dissonance at the time of purchase may reflect severe uncertainty even before the purchase. Companies are advised, after as well as prior to the purchase, to assist the customer in abating feelings of dissonance and uncertainty, even if they appear to be minor. The fact that satisfaction and loyalty are highest when dissonance can be avoided altogether, further demonstrates the importance of the concept of dissonance as an explanatory construct in consumer behaviour!

• Koller, M., & Salzberger, T. (2012). Heterogeneous development of cognitive dissonance over time and its effect on satisfaction and loyalty. Journal Of Customer Behaviour, 11(3), 261-280.

Hope this helps!

Nadeem

Article Post-Purchase Dissonance: The Wisdom of the 'Repeat' Purchases!

Cognitive dissonance is the Inner tension that a consumer experiences after recognizing an inconsistency between behavior and values or opinions. Generally, there are three questions can be used by consumer to measure cognitive dissonance

Did I make a good decision?

Did I buy the right product?

Did I get a good value?

Emotions assessment is the more relevant in my point of view. For the most cited reference see Elliot & Devine (JPSP, 1994).

What could be the parameters to measure the Cognitive Dissonance in students?

Fatima Shaukat , in my opinion, in the absence of perfect measure, one option could be to list all the means of reduction and to measure for each means. This has also some limits (you will need a very large sample and to take care of many points!) but it could be more convenient to assess them instead of emotions. There is a review by McGrath (2017, SPPC) and complement by Vaidis & Bran (2018, SPPC) on the strategies to cope with cognitive dissonance.

Researchers generally agree that Festinger's (1957) notion of cognitive dissonance involves a cognitive component as well as an emotional component. Thus, it might make sense to ensure that both aspects are accounted for when measuring cognitive dissonance.