This study is aimed to investigate the effect of both monetary sales promotion and nonmonetary sales promotion on cognitive dissonance implementing on university hospital consumers in Egypt.
An analytical model is developed as a guideline to test the relationship between study variables. A quantitative method with deductive approach is chosen in this research. In order to collect primary data, a questionnaire is designed and randomly data have been collected from consumers of two Egyptian universities hospital (Cairo, Mansoura). The SPSS is used to process the primary data, and AMOS is used to measure the direct relationships between more than two variables. Sample size is 384, and the valid questionnaires are 284 (74% of sample size).
The findings show There is a positive significant effect of monetary sale promotion (free follow-up cards) on decrease level of cognitive dissonance dimensions (emotional dissonance and Wisdom of purchase dissonance). There is a negative significant effect of sale promotion (free medical consultations on line on cognitive dissonance dimensions. There is a negative significant effect of sale promotion (Treated and helped in the treatment of needy patients) on cognitive dissonance dimension (Wisdom of
purchase dissonance) .