دانشگاه اصفهان تحقیقات بازاریابی نوین 2228-7744 15 3 2025 11 22 Exploring the Role of Discounting in Creating Cognitive Dissonance: A Study of Business Owners in the Fashion and Apparel Industry شناسایی نقش تخفیف در ایجاد ناهماهنگی شناختی (مورد مطالعه: صاحبان کسب‌وکار در صنعت مد و پوشاک) 161 182 30029 10.22108/nmrj.2025.145574.3203 FA رضا عاملی دانشجوی دکتری گروه بازاریابی و توسعه بازار، دانشکده مدیریت کسب و کار، دانشکدگان مدیریت، دانشگاه تهران، پردیس کیش، ایران محسن نظری استاد گروه بازاریابی و توسعه بازار، دانشکده مدیریت کسب و کار، دانشکدگان مدیریت، دانشگاه تهران، تهران، ایران 0000-0003-2861-2052 رضا شافعی دانشیار گروه مدیریت بازرگانی، دانشکدۀ علوم انسانی و اجتماعی، دانشگاه کردستان، سنندج، ایران Journal Article 2025 06 06 Discounting is a pivotal marketing strategy in the fashion and apparel industry, capable of both stimulating purchases and inducing cognitive dissonance among consumers. This study investigated how discounts trigger cognitive dissonance in customers within this sector. Using grounded theory methodology (following the Strauss and Corbin’s approach), we conducted 13 semi-structured interviews with managers, store owners, and industry experts, employing purposive sampling to achieve theoretical saturation. The interview data were analyzed through open, axial, and selective coding. The findings indicated that frequent and substantial discounting could lead customers to question the inherent value of products, resulting in cognitive dissonance. From the analysis, 5 core categories emerged: factors contributing to cognitive dissonance, contextual factors (facilitators), intervening factors (either facilitators or inhibitors), responses to dissonance (adaptation strategies), and consequences of cognitive dissonance. By integrating these categories, the study developed a conceptual model that illustrated the mechanisms underlying cognitive dissonance in the discount shopping experience and strategies for managing it. The results were compared with the existing literature and practical recommendations were proposed to assist businesses in mitigating the adverse effects of cognitive dissonance. Introduction Discounting is a prevalent marketing strategy in the fashion and apparel industry as designed to stimulate customer purchases, accelerate inventory turnover, and maintain competitiveness in markets characterized by rapid trend cycles and high product substitutability. While discounts often achieve their intended commercial objectives by increasing sales volume and attracting price-sensitive consumers, they can also lead to unintended psychological and behavioral consequences—most notably cognitive dissonance. This phenomenon refers to the internal conflict that arises when there is a discrepancy between an individual's beliefs, expectations, and actions. In the context of consumer behavior, cognitive dissonance frequently emerges post-purchase, particularly when customers begin to question whether their choices have been optimal. The fashion and apparel industry is particularly vulnerable to this issue due to the symbolic and expressive nature of clothing. Consumers often purchase apparel not just for functional or economic reasons, but also for social identity, emotional satisfaction, and self-expression. Consequently, when products are offered at a discount—especially steep or frequent discounts—customers may start to doubt the true value and authenticity of the product, integrity of the brand, and quality of their purchasing decisions. For instance, significant discounts may lead consumers to question whether the original price has been artificially inflated, whether the product's quality is compromised, or whether the brand is struggling in the market. Despite extensive research on discount strategies as tools for influencing consumer behavior, the psychological consequences of price reductions—particularly in the realm of fashion consumption—have received relatively little scholarly attention. This study aimed to fill this gap by examining how discounting practices contribute to the development of cognitive dissonance among customers in the fashion and apparel industry, as well as how customers respond to and manage the dissonance they experience. This research focused on developing a conceptual framework that linked discounting practices to cognitive dissonance. Specifically, it investigated the contributing factors, contextual conditions, intervening influences, behavioral responses, and potential outcomes associated with dissonance in the discount shopping experience. By doing so, the study sought to provide both theoretical insights and practical recommendations for fashion brands and retailers aiming to optimize their discount strategies while maintaining customer trust and satisfaction. Materials & Methods To explore this phenomenon in depth, the study employed Grounded Theory methodology following the systematic approach outlined by Strauss and Corbin (1998). Grounded Theory is particularly well-suited for examining complex, process-oriented social interactions and developing conceptual models derived directly from empirical data rather than testing preconceived hypotheses. This approach aligned with the exploratory nature of the research, which aimed to understand how and why cognitive dissonance arose in the context of discount-driven purchasing. Data were collected through 13 semi-structured interviews with individuals possessing extensive experience and insight into consumer behavior within the fashion and apparel market. Participants included store managers, brand owners, marketing consultants, and retail supervisors. A purposive sampling technique was employed to ensure that respondents had relevant knowledge of consumer interactions, pricing strategies, and brand communication practices. Sampling continued until theoretical saturation was achieved, indicating that additional interviews no longer provided new conceptual insights. The interview data were analyzed using a 3-stage coding process: Open Coding: Key concepts were identified and labeled based on participants’ descriptions of consumer behaviors, emotional reactions, discount practices, and brand strategies. Axial Coding: Concepts were grouped into categories and subcategories with relationships among them examined to identify patterns and linkages. Selective Coding: A core category was identified, leading to the formation of a conceptual model that integrated all categories and illustrated the process of cognitive dissonance in discount-driven consumer experiences. Throughout the analysis, the constant comparative method was utilized to refine categories and ensure that the emerging theory accurately reflected participants' perspectives and realities of the marketplace. Research Findings The data revealed that discounting practices—particularly frequent and substantial price reductions—could significantly impact customers’ perceptions of value and authenticity. When customers encountered heavily discounted apparel, they might begin to question whether the initial price was artificially inflated or if the product was of inferior quality. These doubts signified the onset of cognitive dissonance, where an internal conflict arose between the desire to secure a good deal and uncertainty regarding the true worth of the product. The analysis resulted in the emergence of 5 core categories: Factors Contributing to Cognitive Dissonance: These included discrepancies between perceived value and price, inconsistencies in brand positioning, uncertainties about product quality, influences from social comparisons, and the symbolic significance of clothing in personal identity expression. Contextual Factors (Facilitators): Market-wide practices, such as seasonal sales, clearance cycles, intense competition, and price wars, were identified as conditions that normalized discounting and increased consumer exposure to reduced-price items, thereby shaping expectations and heightening the likelihood of dissonance. Intervening Factors: These included trust in the brand, prior purchasing experiences (both positive and negative), word-of-mouth recommendations, and consumer’s knowledge of fashion pricing. These factors could either exacerbate or alleviate the dissonance process. Consumer Responses and Adaptation Strategies: Customers employed various strategies to alleviate the discomfort associated with dissonance. These included rationalizing (e.g., “I needed this item anyway”), justifying through comparison (e.g., “It’s still cheaper than other brands”), seeking reassurance from others, avoiding thoughts about the price, or returning the product in some cases. Consequences of Cognitive Dissonance: The outcomes of unresolved dissonance could be significant, leading to reduced customer satisfaction, diminished trust in the brand, reluctance to make future purchases, negative word-of-mouth, and brand switching in severe cases. The final conceptual model developed in this study illustrated the dynamic and interactive nature of cognitive dissonance in discount-driven purchases, highlighting the pathway from discount exposure to emotional reactions, decision-making strategies, and long-term outcomes in customer-brand relationships. Discussion of Results & Conclusion The findings of this study revealed that while discounts could effectively drive short-term sales, they also posed the risk of triggering cognitive dissonance, which might adversely impact customer satisfaction, trust, and loyalty if not managed properly. An overreliance on discounts could undermine a brand’s value proposition and diminish its perceived authenticity in the eyes of consumers. Therefore, fashion retailers must adopt strategic, transparent, and value-aligned discount practices to mitigate negative psychological effects. Practical recommendations include: Limiting the frequency of substantial discounts to maintain price integrity. Clearly communicating the rationale behind discounts (e.g., seasonal changes and inventory rotation). Enhancing brand storytelling to reinforce product value beyond mere pricing. Training sales staff to reassure customers by emphasizing quality and brand identity. Monitoring post-purchase feedback to identify early signs of cognitive dissonance. By integrating psychological insights into the formulation of discount strategies, fashion brands can strike a balance between achieving commercial objectives and ensuring the sustainability of long-term customer relationships. تخفیف به‌عنوان یک ابزار کلیدی بازاریابی در صنعت مد و پوشاک می‌تواند علاوه‌بر ترغیب مشتریان به خرید، زمینه‌ساز شکل‌گیری ناهماهنگی شناختی در آنان شود. پژوهش حاضر با هدف شناسایی نقش تخفیف در ایجاد ناهماهنگی شناختی در مشتریان صنعت مد و پوشاک انجام شده است. در این پژوهش از روش نظریۀ داده‌بنیاد (رویکرد اشتراوس و کوربین) استفاده شد. به این منظور، سیزده مصاحبۀ نیمه‌ساختاریافته با مدیران، صاحبان فروشگاه‌ها و خبرگان حوزۀ مد و پوشاک به‌ شیوۀ نمونه‌گیری هدفمند تا حصول اشباع نظری انجام شد. داده‌های حاصل از مصاحبه‌ها طی سه مرحله کدگذاری باز، محوری و انتخابی تحلیل شدند. یافته‌ها نشان داد که تخفیف‌های گسترده و پیاپی می‌تواند به تردید مشتریان دربارۀ ارزش واقعی کالا و در نتیجه ایجاد ناهماهنگی شناختی منجر شود. براساس نتایج، پنج مقولۀ اصلی شامل عوامل ایجادکننده ناهماهنگی شناختی، عوامل زمینه‌ای (بسترساز)، عوامل مداخله‌گر (تسهیل‌کننده یا بازدارنده)، واکنش‌های ناشی از ناهماهنگی (راهبردهای تطبیق) و پیامدهای ناهماهنگی شناختی شناسایی شدند. در نهایت، با ترکیب این مقوله‌ها مدلی مفهومی ارائه شد که سازوکار شکل‌گیری ناهماهنگی شناختی را در تجربۀ خرید تخفیفی و نحوۀ مدیریت آن تبیین می‌کند. نتایج پژوهش در بخش بحث و نتیجه‌گیری با یافته‌های پیشین مقایسه شده و پیشنهادهای عملی برای کسب‌وکارها برای کاهش اثرات منفی ناهماهنگی شناختی ارائه شد.

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