Marion Keech was convinced that aliens would rescue her and her followers before a massive flood occured at midnight, December 20, 1954. Cognitive dissonance adds the elements of guilt, regret, anxiety, or dereliction. Specifically, it focuses on the relationships among cognitions that are elements of knowledge that people have about their behaviors, attitudes, perceptions, beliefs, feelings, or environments. Most advertising delivers images of what people say they want. How does the theory of cognitive dissonance relate to advertising? Also, cognitive dissonance theory and fuzzy trace theory both help explain choice-supportive bias. The theory of cognitive dissonance [1] concentrates on creating knowledge about important psychological processes of individuals.
Despite the controversy on the subject, fear is an effective advertising appeal often used in marketing communications (15 per cent of all television ads ) because consumers seem to better remember ads, which use fear appeals than those using no emotional appeal. Festinger’s cognitive dissonance theory proposes that people have an inner drive toward psychological consistency. DEFINATION Cognitive dissonance refers to a situation involving conflicting attitudes, beliefs or behaviors. This paper has explored the factors that create cognitive dissonance in consumer buying decision making particularly among the consumer goods purchaser in the city area. For example, when people smoke … 3. Cognitive Dissonance Theory M.SOHAIB AFZAAL 2.
One of them is the management of change. Management Cognitive dissonance has been adopted and used by the management discipline to explain different issues. Jake has been affected by the advertising of an import positioned as higher quality. Cognitive Dissonance in Advertising. Cognitive dissonance theory 1. Dr. Leon Festinger, then of the University of Minnesota, first proposed the theory of cognitive dissonance after studying a doomsday cult lead by a suburban Minneapolis housewife. In marketing, it is often referred to as buyer's remorse, and relates to the uncertainty customers feel after making a tough purchasing decision. If they were to purchase a pack anyway, they would have even more cognitive dissonance to resolve. This produces a feeling of discomfort leading to an alteration in one of the attitudes, beliefs or behaviors to reduce the discomfort and restore balance etc. er's original book on the theory of cognitive dissonance.1 Marketing researchers and psychologists have conducted numerous experiments to test the theory. The theory of “cognitive dissonance” is of great importance in consumer behavior and marketers have lots of interest in analyzing the post purchase behavior of consumers experienced by them. Cognitive dissonance is the psychological discomfort we experience when our belief clashes with contradictory information. Cognitive Dissonance: Cognitive dissonance essentially means "clashing thoughts." After making a choice, one’s memory of alternatives is distorted in a way that diminishes potential psychological conflict. Most advertising emotionally connects the those images things the advertisers sell. Cognitive dissonance is a psychological concept related to self-doubt when making decisions. The operation of cognitive dissonance (as described in chapter 2) is another factor which may inhibit the learning process in the post-purchase period. Advertisements 1 2. Notice that dissonance theory does not state that these modes of dissonance reduction will actually work, only that individuals who are in a state of cognitive dissonance will take steps to reduce the extent of their dissonance. What Is Cognitive Dissonance in Marketing?. As … One of the applications of the theory of cognitive dissonance is the fear appeal. Unfortunately, consumers cannot escape the trap of cognitive dissonance in advertisements.
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