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7The Basic Theory of Cognitive Dissonance, of Which Postpurchase Dissonance is a Subset, is presented in L Festinger, A Theory of Cognitive Dissonance (Stanford, CA.: Stanford University Press,1957).
8Zeithaml, V A . Consumer Perceptions of Price,Quality, and Value: A Means-end Model and Synthesis of Evidence. Journal of Maketing, Vol.52, July 1988, 2-21.
9R W Belk. Sitnational Variable and Consumer Behavior. Journal of Consumer Research, December 1975, p. 158.
10Woodruff, R B . Customer Value: The Next Source of Competitive Advantage. Journal of the Academy of Marketing Science, 1997,25(2): 139-153.
