Abstract:

Sweeney and his colleagues (2000) developed to measure the emotional and cognitive aspects of post-decision incompatibility The scale of cognitive incompatibility consists of a total of 12 elements under a three-factor structure. The aim of the study is to bring this scale to Turkish literature. A total of 290 (146 women, 144 men) hotels have been applied to the customer who purchased accommodation. The opening factor analysis found that the total variance described was 77.7%, and that the substances were gathered below three subdimensions. These subdimensions are emotional incompatibility, logic in buying and anxiety of fraud. As a result of the verifying factor analysis applied to ensure the structure validity of the measurement, this three-dimensional structure has been found to be well aligned. The internal consistency ratio is 0.93 as a result of the measurement's reliability analysis. The internal consistency ratio for emotional dimensions is 0.87; and for the dimensions of reasoniness and deception concerns in purchases is 0.91. It can be said that the Turkish form of the Cognitive Incompatibility Measurement is a reliable and valid measurement tool in acceptable values. In our country, such measurements are required in research on the experience of purchase and we hope that the scale can be used in research in this context.

Keywords: