Cognitive dissonance in consumer behaviour. How Cognitive Dissonance Can Affect Consumer Behavior 2022-11-08

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Cognitive dissonance is a psychological term that refers to the discomfort people feel when they encounter information or experiences that conflict with their beliefs, values, or behaviors. This discomfort often leads people to rationalize, minimize, or change their beliefs or behaviors in order to reduce the dissonance. Cognitive dissonance can play a significant role in consumer behavior, influencing how people make purchasing decisions and how they perceive the products they buy.

One way cognitive dissonance manifests in consumer behavior is through the concept of post-purchase dissonance, which occurs when people feel doubt or discomfort after making a purchase. This can happen when the product does not meet their expectations, or when they realize that the product goes against their values or beliefs. For example, someone who values sustainability may feel dissonance after purchasing a product that is not environmentally friendly, even if they initially believed it was a good deal or met their needs.

To reduce post-purchase dissonance, people may engage in various forms of rationalization, such as minimizing the importance of their values or beliefs, or finding positive aspects of the product to focus on. For example, someone who values sustainability might convince themselves that the product they purchased is not as harmful as they thought, or that the convenience of the product outweighs its environmental impact.

Cognitive dissonance can also influence how people perceive products before they make a purchase. For example, people may engage in selective attention, or the process of focusing on certain aspects of a product while ignoring others, in order to reduce dissonance. This can happen when people encounter information that conflicts with their beliefs or values, and they selectively attend to information that supports their beliefs while ignoring information that challenges them.

For example, someone who values sustainability might selectively attend to information about a product's environmental benefits while ignoring information about its negative impacts, in order to justify purchasing it. This selective attention can lead people to make decisions that are not fully informed, and may ultimately result in dissonance if the product does not meet their expectations or values.

Cognitive dissonance can also affect how people perceive the products they already own. For example, people may engage in rationalization or selective attention in order to maintain their belief that a product is of high quality or meets their needs, even if it does not. This can lead people to continue using or supporting a product that does not actually meet their needs or values, and may even result in them recommending it to others.

In conclusion, cognitive dissonance is a psychological phenomenon that can play a significant role in consumer behavior. It can influence how people make purchasing decisions, perceive products before and after they make a purchase, and even affect how they use and recommend products to others. Understanding cognitive dissonance can be useful for businesses and marketers as they develop products and marketing strategies, as well as for individuals as they make informed and values-aligned purchasing decisions.

Impact Of Cognitive Dissonance On Consumer Behaviour

cognitive dissonance in consumer behaviour

The participants in the study attend and process information carefully. Overall, the results showed high value orientation ratings. In this study the participant had to choose between two alternatives of the same product: one organic and one non-organic that the consumer purchased to the same extent. Value Orientation To measure the level of social responsibility one has to look at the score for those questions belonging to the cluster of self-transcendence in the value orientation. The Value Basis of Environmental Concern. In the essay, Our Unhealthy Future Under Environmentalism, John Berlau, an American economist, debates that conserving and preserving our environment is unnecessary and environmentalist should chill out with this save the planet bull crap. Memory Without Recall, Exposure Without Perception.

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Consumer Cognitive Dissonance Behavior in Grocery Shopping

cognitive dissonance in consumer behaviour

Scale item generation is followed by the first stage of data collection and purification. Different alternatives were suggested, including health aspects, price, for environmental reason, among others. Limitations Due to the limitations of this study, changes of preferences when a consumer chooses the organic option should be further examined. Keohane adds that as a self-defense mechanism people, when they are faced with a mental conflict that occurs where their beliefs or assumptions are contradicted by new information; this is called cognitive dissonance. Thus, this self-transcendence could not be found in a higher extent of buying organic grocery items.

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How Cognitive Dissonance Can Affect Consumer Behavior

cognitive dissonance in consumer behaviour

. Marketing Segmentation Of Mercedes Benz 916 Words 4 Pages Mercedes remains in the end a company that values of professionalism and business men lifestyle where all its advertisement show the owner of Mercedes as wearing suit and enormously wealthy in order to instill the psychology and idea of the market they are trying to reach. Journal of Social Issues, 50 3 , 65-84. Market segmentation and willingness to pay for organic products in Spain. Here, the first rating gave the mean score 1. Cognitive dissonance theory argues that individuals possess cognitive elements about themselves, their past behavior, their beliefs and attitudes and their environments.

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[PDF] Cognitive Dissonance and Its Impact On Consumer Buying Behaviour

cognitive dissonance in consumer behaviour

This implies that pairs of objects rated differently, were not relevant for further examination. Organizational Behavior and Human Decision Processes, 50, 179—211. It is also true that after a decision is made, people tend to seek information congruent with one's decision. These problems do not only make marketers uncomfortable but also the consumers. In present study the change in preference before and after a choice was made was measured. The result reveals significant score changes for the non-organic item after it has been chosen.


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Cognitive Dissonance and Consumer Behavior: A Review of the Evidence on JSTOR

cognitive dissonance in consumer behaviour

However, the dissonance theory predicts otherwise by arguing that the buyers of a product tend to read advertisements more often than those who do not buy the product. If people were not able to rationalize one's decision, it would be highly unimaginable that people would continue taking such decisions. The purpose was to see if the participant tried to reduce the dissonance by making the chosen alternative more desirable and the unchosen alternative less desirable — hence give higher rating for the chosen item and lower for rejected item. As in previous studies e. Journal of Cross-Cultural Psychology, 36, 457-475.


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cognitive dissonance in consumer behaviour

By keeping the unpleasant feeling of cognitive dissonance makes an excellent opportunity for marketers and retailers to affect the consumer to make the choice they want the consumer to make. Changes in scores between the two ratings were marked positive if it indicated an increase, given the item was chosen, and an increased score for rejected items between first and second rating was marked as negative. The high self-transcendence score indicates that the participants in this study are more environmentally concerned than the mean population. In addition, they use contests, coupons and premiums. The aim of marketing is to meet and satisfy the Consumer needs and wants.

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cognitive dissonance in consumer behaviour

Social psychology is an important sector of psychology that takes interpersonal relationships into consideration. Journal of Consumer Behaviour, 6, 94-110. Dissonance follows a personal decision but may take place throughout the whole process of decision making and may never disappear completely. That requires almost no effort for the consumer. Car technology is one of the Consumer Behavior: Attitudinal Loyalty And Satisfaction 811 Words 4 Pages Brand loyalty is a focal point of interest for marketing researchers. It has been found that people hold positive attitudes towards organic food.

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cognitive dissonance in consumer behaviour

See Table 4 for complete list of values measured and factor loadings. This paper has explored the factors that create cognitive dissonance in consumer buying …show more content… 4 Dissonance in Consumer Behaviour In dynamic Since consumer behaviour and its extensive study has been a backbone of the …show more content… 1. In this paper the author presents a number of these factors that she think dominate the consumer thinking and cognitive processes before, during and after the actual purchase situation. As consumers purchase services, they face more risks than the ones they face when purchasing consumer goods. In the past, different indirect measures have been used to find out the occurrence of cognitive dissonance. An increase in the variability of service prices which is a marketing strategy used to respond to perishability increases the likelihood of cognitive dissonance among consumers of perishable goods. In random order, items were shown one and one and the participant was asked to rate each object on how often he or she bought each item.

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cognitive dissonance in consumer behaviour

The difficulty of the social implication of car technology is multiplied by complete lack of stability in this field. Disinterest, the interpretation of defaults as recommendations, as well as too much choice and the complexity of choice problems are according to van Rooij and Teppa factors that clarify why consumers tend to act passively rather than actively in the act of choice What Is Cognitive Dissonance Theory In Easy A 1145 Words 5 Pages This eventually leads her to challenge her self concepts to extreme levels, causing her to either liberate herself from the façade she created or sink into the role. Motives for making the choice. The complete test was written in Swedish. Just like as if you were grocery shopping another Tuesday.

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cognitive dissonance in consumer behaviour

These items were picked out according to answers given in a pilot study carried out before the main experiment. However, when examining consumers decision making towards organic food, there are several complexities one need to confront, for example the inconsistency of a positive attitude towards organic food and a contradicting behavior. Conflict Management Case Study 904 Words 4 Pages It appears to have been generated when determining the ultimate goal; was the goal to solve the scheduling problem, or was the goal to make Cindy feel better? The population mean for self-transcendence, with data collected from 20 countries, is 3. SAGE is a leading international provider of innovative, high-quality content publishing more than 900 journals and over 800 new books each year, spanning a wide range of subject areas. International Conference on Neural Networks, 95-102. The participant was exposed to one object at the time on a computer screen and had to rate each object before moving on to the next screen.


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