This paper is divided into four parts. The first part provides a review of the psychologist (Festinger, 1957, 1963; Comegys,1976; Cummings and Venkatesan, 1976) and economic interpretation (Akerlof and Dickens, 1982) of the notion of cognitive dissonance, in which Strategic Group theory (Caves and Porter, 1977; Carroll and Swaminathan, 1992; Dranove et al., 1998 ; Tang and Howard, 1992; Thomas and Venkatraman, 1988)), Information Economics (Arrow, 1974) and Structural Hole theory (Burt, 1992) are also examined such that a synthesis of these theoretical perspectives provides a model of a