Influential variables on changing consumer attitudes based on cognitive dissonance approach

According to the theory of incoherence, a person's cognitions (such as thoughts, attitudes, and beliefs) may be coherent, incoherent, or irrelevant. Reducing inconsistency is done by adding, subtracting or replacing cognitions. Accordingly, it is possible to use the capacity of rail transportation by using appropriate strategies to reduce cognitive inconsistency and also change the attitude of consumers, and even this issue can increase the capacity of this industry. There are several reductions that are evaluated in this study according to the attitudes of consumers. Therefore, the purpose of this study is to design a model to change consumer attitudes with emphasis on the theory of cognitive inconsistency. Used among the statistical community of the rail transport industry. In qualitative research, by performing the theme coding method, the theoretical model was reached and then the effective variables were calculated through Dematel method and fuzzy ANP. It is a variable of consumer attitude.