Readership of "Own Car" and "Other Car" Ads |
|---|
| Mean Percent of Ads Noticed by | Mean Percent of Ads Read by |
| Ads Dealing With: | New Car Owners | Old Car Owners | New Car Owners | Old Car Owners | |
| Own Car | 70 | 66 | 65 | 41 | |
| Considered Cars | 66 | __ | 40 | __ | |
| Other Cars | 46 | __ | 34 | __ | |
| Considered plus other cars | 48 | 41 | 35 | 30 |
On average, the new car owner read 65 percent of the ads he noticed which concerned his recently purchased car.New cars owners attempt to reduce their dissonance by reading ads about the car they just bought.Source: A Theory of Cognitive Dissonance, 1962 |