In psychology, cognitive dissonance is the mental stress or discomfort experienced by an individual who holds two or more contradictory beliefs, ideas, or values at the same time, or is confronted by new information that conflicts with existing beliefs, ideas, or values.[1][2] Marketing[edit] Research and understanding of cognitive dissonance in consumers reveals potential for developing marketing practices. Existing literature suggests that three main conditions exist for arousal of dissonance in purchases: the decision involved in the purchase must be important, such as involvement of a lot of money or psychological cost and be personally relevant to the consumer, the consumer has freedom in selecting among the alternatives, and finally, the decision involvement must be irreversible.[36] A study performed by Lindsay Mallikin shows that when consumers experience an unexpected price encounter, they adopt three methods to reduce dissonance:[37] Consumers may employ a strategy of constant information, they may have a change in attitude, or they may engage in trivialization. Consumers employ the strategy of constant information by engaging in bias and searching for information that will support their prior beliefs. Consumers might search for information about other retailers and substitute products consistent with their belief states. Alternatively, consumers may show change in attitude such as reevaluating price in relation to external reference prices or associating high or low prices with quality. Lastly, trivialization may occur and the importance of the elements of the dissonant relationship is reduced; consumers tend to trivialize importance of money, and thus of shopping around, saving, and receiving a better deal. Cognitive dissonance is also useful to explain and manage post-purchase concerns. If a consumer feels that an alternate purchase would have been better, it is likely he/she will not buy the product again. To counter this, marketers have to convince buyers constantly that the product satisfies their need and thereby helps reduce their cognitive dissonance, ensuring repurchase of the same brand in the future.[citation needed] At times cognitive resonance is induced, rather than resolved, to market products. The Hallmark Cards tag line When you care enough to send the very best is an example of a marketing strategy that creates guilt in the buyer if he or she goes for a less expensive card. Such aggressive marketing ensures that the recipient also is aware that the product has a premium price. This encourages the consumer to buy the expensive cards on special occasions.[ en.wikipedia.org/wiki/Cognitive_dissonance
Posted on: Mon, 01 Sep 2014 16:14:10 +0000
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