This article provides and tests a measure scale of cognitive dissonance both in ante and post-decisional situations. An experiment was conducted with 264 subjects. A structural model and a multi-group analysis support the existence of a causal chain [inconsistency-emotions-attitude-intention]. Moreover, three major new results are revealed: a dissonance awareness phase is identified; positive emotions are responsible for psychological discomfort and cognitive dissonant is stronger before decision. While most research focuses on post-decision dissonance, this set of findings renews interest in pre-purchase dissonance.
