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Abstract
In this article, researchers discuss the concept of cognitive dissonance in the context of online consumer behavior. There is a substantive discourse on cognitive dissonance in different disciplines such as psychology and sociology. In the marketing discipline, scholars have examined cognitive dissonance when consumers engage with the traditional brick-and-mortar businesses. However, people's understanding of cognitive dissonance in the case of online shopping behavior is very limited. The researchers review the extant marketing literature to identify the key trends in the research on cognitive dissonance and suggest an agenda for further research to understand consumer dissonance in the online context.