The use of cognitive dissonance in marketing

cognitive dissonance in consumer behaviour ppt

Can You Avoid It? Overcome Cognitive Dissonance in Your Marketing Understanding cognitive dissonance can work to the advantage of small-business owners.

Liberal or conservative, you're confronted with an article that requires you to reconcile two views that oppose each other, which is the essence of cognitive dissonance.

Cognitive dissonance in marketing pdf

You're a liberal voter or a conservative voter — it works equally well in both instances and you read a newspaper article about an African-American man. We discuss this in Influence Marketing : Influence marketing is often relegated to customer acquisition efforts, yet the need to create advocates and social proof around a brand necessitates better engagement with existing customers. Marketers may also use persuasive marketing, including humor or celebrity appearances in commercials, as a means of encouraging consumers to associate positive emotions with purchasing the company's products. In terms of influence marketing we can think of it this way: What transpires in the minds of potential consumers when a product recommendation offered by socially popular personalities or media outlets, conflicts with preconceived notations or previous experiences with that product? Provide a money-back guarantee. You might regard buyer's remorse — the acute anxiety that might prompt a consumer to return a sports car to a dealership within 48 hours — as an example of cognitive dissonance, but buyer's remorse is like a second cousin to cognitive dissonance, related but different. By Sam Fiorella Despite social proof casting doubt on their veracity, it seems that social scoring platforms continue to be popular in social media marketing. In the course of a visit to a high-end auto dealership, the salesperson emphasizes that "a lot of Americans aren't sophisticated enough to understand why this car is actually a great buy. When Cognitive Dissonance Leads to Good Behavior But ads and public relations can sway people to practice good behavior, too. This anxiety often manifests itself in the form of questions such as: Do I really want this?

What makes them nervous or edgy about purchases? According to the Business Dictionary's website, the most common example of cognitive dissonance in the business world is the occurrence of "buyer's remorse.

Cognitive dissonance articles

You should see it in your inbox very soon. The psychological phenomenon also occurs when a person chooses between two equally attractive or equally unappealing options. Go All Out to Remove Cognitive Dissonance in Advertising If you're feeling clever, you can follow the lead of a well-known snack food maker that knew it was futile to market chocolate chip cookies as diet or health food. The underlying message is that you too could look happy, healthy, and gorgeous if you use the same shampoo she uses. Identifying cognitive dissonance in existing customers allows marketers to pinpoint the micro-influencers that may help alleviate the tension and sway their belief towards a feeling of satisfaction with the purchase and possibly even advocacy. Practical Steps Can Work Magic In the meantime, there are plenty of practical steps you can take to quell the potential for cognitive dissonance in your marketing — in other words, to lower consumers' perceived risk and engender their trust: Supply testimonials and reviews on your website. We might ordinarily not buy the product because it doesn't interest us, too expensive or for any other good reason. But this conflicts with your general disapproval of this liberal Democratic governor. Often, the resolution is irrational.

The returns and online negativity can be curbed when true influence marketing techniques are applied to this consumer segment. In order to resolve it, you have to change your attitudes or actions and thus the PR campaign has influenced your attitudes or behavior.

The use of cognitive dissonance in marketing

Which conflicting side wins when consumers make a decision, and how do marketers use influence marketing to sway those decisions? When marketers understand the logistics of cognitive dissonance, it can be used as an effective marketing strategy. Instead, it cheated cognitive dissonance by packaging the snacks in calorie portions for a wickedly delightful chapter in the annals of dissonance marketing. A similar example might be learning that an advocate for regular health screenings is later photographed puffing away on a smoke. These incentives can set companies apart from competitors and allow buyers to make less-stressful purchasing decisions. Thanks for signing up for our newsletter! What makes them nervous or edgy about purchases? When Cognitive Dissonance Affects What Media We Consume The role cognitive dissonance plays in communications is not always a manipulative one, though. A popular example is cigarette marketing during the s, which positioned smoking as healthy when early medical evidence demonstrated a link between smoking and cancer.

But if the distance between the consumer's view and that offered through the marketing strategy is too great, the consumer may reject the approach and the product.

Send a follow-up thank you email. She looks happy, healthy, and gorgeous. In terms of influence marketing we can think of it this way: What transpires in the minds of potential consumers when a product recommendation offered by socially popular personalities or media outlets, conflicts with preconceived notations or previous experiences with that product?

How to overcome cognitive dissonance

Faced with this kind of cognitive dissonance, many consumers will go along with the sales pitch to avoid being viewed as an unsophisticated person without the real knowledge required to fully appreciate the car. But the plus side is that acknowledging these ads and resolving any conflicts they present can lead to increased self-awareness, which Johnson says is always a good thing. By Sam Fiorella Despite social proof casting doubt on their veracity, it seems that social scoring platforms continue to be popular in social media marketing. Advertising and promotional campaigns can help raise consumer confidence about making product purchases and reduce the chances of buyer's remorse that may cause consumers to return products in favor of those offered by the competition. Cognitive Dissonance in Public Relations Public relations experts also use cognitive dissonance theory as they try to sway the way people think or behave, usually by presenting information to move people to their side. You might regard buyer's remorse — the acute anxiety that might prompt a consumer to return a sports car to a dealership within 48 hours — as an example of cognitive dissonance, but buyer's remorse is like a second cousin to cognitive dissonance, related but different. Business Research Themes. Conservative readers may resolve the dissonance by concluding that the article had a liberal media bias fake news! For instance, you consider yourself a savvy automotive enthusiast. Generally and somewhat counter intuitively, the stronger the consumer's view that the advertising potentially opposes, the better the strategy can work. This anxiety often manifests itself in the form of questions such as: Do I really want this?

Practical Steps Can Work Magic In the meantime, there are plenty of practical steps you can take to quell the potential for cognitive dissonance in your marketing — in other words, to lower consumers' perceived risk and engender their trust: Supply testimonials and reviews on your website.

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What Is Cognitive Dissonance in Marketing?