Interpretive Structural Modelling of Attitude Change Based on Cognitive Dissonance (Railway Transportation Industry)

Document Type : Research Paper


Department of Business Management, Azad University of South Tehran, Tehran, Iran


When individuals encounter conflicting cognitions, the motivation to mitigate the dissonance can result in a modification of one of their cognitions. Altering attitudes is one approach to achieving this objective, serving as a strategy to alleviate cognitive dissonance by adjusting cognitions associated with the attitude. This study aims to construct an interpretive structural model of attitude change grounded in cognitive dissonance within the railway transportation industry. Employing a mixed research design, the qualitative phase involved semi-structured interviews with experts, while the quantitative phase encompassed the development and distribution of a paired questionnaire among the statistical population of the railway transportation industry. During the qualitative phase, the theme technique yielded 6 overarching themes and 36 organizing themes. These themes were subsequently subjected to analysis using the interpretative structural modeling technique, categorizing them as autonomous, dependent, linked, and independent variables. One of the limitations of this study is the absence of similar research conducted in Iran.


Main Subjects

Aghaei Inayat Elah, Ebrahimi Mohammad, 1400, Investigating the role of promotional cultural measures on changing students' awareness, attitude and behavior in the optimal use of water. Journal of Cultural Management. Year 14, Number 52, Summer 1400.
Akhbari Mohammad, Ghazi Hossein, Ghafarlu Akbar (1401). Examining the role of rail transit in enhancing the geopolitical status of Chabahar port. Geopolitics Quarterly, 18th year. Number three. ( In Persian)
Ali, Samad; Ebrahimi, Abdul Hamid; Aslanpur Alamdari, Neda. (2018). Customer participation in value creation during the relationship life cycle. Business Management Quarterly, 11(1), 105-124.
Ashouri Fatemeh, Nasser Azad, Abdollah Naami, Mahmoud Modiri (2022) Effective variables on changing consumer attitudes based on cognitive dissonance approach-Journal of Marketing Management, University of Research Scienc. .( In Persian)
Azmi Mohammad, Mohammadi Sardar (2017) The effect of team and organizational identity on consumer's attitude towards sports marketing related to the cause. Sports Management Studies, No. 48, July 2018, pages 215-243.
Bechlioulis, A. P., & Brissimis, S. N. (2019). Consumer debt non-payment and the borrowing constraint: Implications for consumer behavior. Journal of Banking & Finance, 101, 161-172.
Bechlioulis, A. P., & Brissimis, S. N. (2019). Consumer debt non-payment and the borrowing constraint: Implications for consumer behavior. Journal of Banking & Finance, 101, 161-172.
Chou, S. F., Horng, J. S., Liu, C. H. S., & Lin, J. Y. (2020). Identifying the critical factors of customer behavior: An integration perspective of marketing strategy and components of attitudes. Journal of Retailing and Consumer Services, 55, 102113.
Esfahani Golshan, Ahadi Hamidreza, 1400, Dynamic model of evaluation and measurement of the desirability of rail transit corridors, Scientific Quarterly Journal of Transportation Research, Volume 18, Number One.
Esfidani Mohammad, Aghaei Mohammad Hossein, Karampour Abdul Hossein (1401) Investigating the effect of advertising on consumer attitude and purchase intention of the host brand with regard to the moderating role of the importance of joint advertising. Management Science Research Quarterly. Fourth year. Number 10. Spring 1401.
Farahani Mohammad Naghi (2019). Changes in the attitude of faith and belief at the individual and cultural levels and the covid 19 epidemic. Quarterly Journal of Research in Psychological Health, Volume 14, Number 1.
Farzi, Hamed; Yousefi, Bahram; Sadeghi Boroujerdi, Saeed. (2018). The effect of identification with athletes on changing attitudes towards commercial advertisements of famous athletes using neuromarketing techniques. Physiology and Management Research in Sports, 11(4), 175-187.
Forouhid, A.I., and Ilkah M., (2021). Noise pollution and regression analysis of sound level in rail transportation. Road Scientific Journal, Year 19, Vol. 4, No. 109. (In Persian)
Heydarpour Afshin, Jabri Rababe (1400) Sustainable transportation in Iran, measurement and analysis of related indicators. Economic and urban planning quarterly, volume 2, number 4, page 247-264.
Higueras-Castillo, E., Liébana-Cabanillas, F. J., Muñoz-Leiva, F., & García-Maroto, I. (2019). Evaluating consumer attitudes toward electromobility and the moderating effect of perceived consumer effectiveness. Journal of Retailing and Consumer Services, 51, 387-398
Hofer, K., Flucher, S., Fellendorf, M., Schadler, M., & Hafner, N. (2020). Estimation of Changes in Customer’s Mobility Behaviour by the Use of Parcel Lockers. Transportation Research Procedia, 47, 425-432.
Hosni Zohra, Yeganeh Akram Ghobadi (1400) A study of non-conventional scientific productions among students and post-graduates of sports sciences with an emphasis on cognitive dissonance theory. Sports Management, Volume 13, Pages 923-937.
Im, J., Qu, H., & Beck, J. A.2021 Antecedents and the underlying mechanism of customer intention of co-creating a dining experience. International Journal of Hospitality Management, 92, 102715.
Jorge, E., Lopez-Valeiras, E., & Gonzalez-Sanchez, M. B. (2020). The role of attitudes and tolerance of ambiguity explains consumers' willingness to pay for organic wine. Journal of Cleaner Production, 120601.
Karimi Youssef (1401) Attitude and change of attitude. Publisher of the edition of the seventeenth month of spring.
Li, X., Dahana, W. D., Li, T., & Yuan2021, J. Behavioral changes of multichannel customers: Their persistence and influencing factors. Journal of Retailing and Consumer Services, 58, 102335.
Nobari Hossein, 2019, ways of changing religious attitudes according to personality diversity. Studies in psychology and educational sciences. Spring 2019, number 47.
Pirie, S., & Chan, R. K. T. (2018). A two-stage study of momentum investing in Asia: A case of cognitive dissonance. Research in International Business and Finance, 44, 340-349.
Pleyers, G., & Poncin, I. (2020). Non-immersive virtual reality technologies in real estate: How customer experience drives attitudes toward properties and the service provider. Journal of Retailing and Consumer Services, 57, 102175.
Sadahiro, Y(2021). A method for analyzing the daily variation in the spatial pattern of the market area. Journal of Retailing and Consumer Services, 58, 102336.
Sadahiro, Y. A method for analyzing the daily variation in the spatial pattern of market area.2021 Journal of Retailing and Consumer Services, 58, 102336.
Singh, J., Singh, G., Kumar, S., & Mathur, A. N.2021 Religious influences in unrestrained consumer behaviour. Journal of Retailing and Consumer Services, 58, 102262
Sleboda, Patrycja and Lagerkvist, Carl-Johan (2022). Tailored communication changes consumers' attitudes and product preferences for genetically modified food. Food Quality and Preference. 96 , 104419