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    Cognitive Dissonance Theory: Presented By: Shanti Swaroop Sharma Submitted To: Jitendra Charan Sir

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    Cognitive Dissonance Theory is presented. Cognitive dissonance occurs when holding two conflicting cognitions (ideas, beliefs, values, reactions) creates mental discomfort. Examples of cognitive dissonance include knowing smoking is harmful but enjoying it, or believing lying is wrong but being forced to lie. The theory proposes that people are motivated to reduce dissonance by changing existing cognitions. Marketers use techniques to reduce customer dissonance after purchases by reassuring them and eliminating doubts about their decision. Persuasive communication can take advantage of cognitive dissonance by invoking it, then encouraging attitude or behavior change to resolve the dissonance.

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    Cognitive Dissonance Theory: Presented By: Shanti Swaroop Sharma Submitted To: Jitendra Charan Sir

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    shantidsa
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    Cognitive Dissonance Theory is presented. Cognitive dissonance occurs when holding two conflicting cognitions (ideas, beliefs, values, reactions) creates mental discomfort. Examples of cognitive dissonance include knowing smoking is harmful but enjoying it, or believing lying is wrong but being forced to lie. The theory proposes that people are motivated to reduce dissonance by changing existing cognitions. Marketers use techniques to reduce customer dissonance after purchases by reassuring them and eliminating doubts about their decision. Persuasive communication can take advantage of cognitive dissonance by invoking it, then encouraging attitude or behavior change to resolve the dissonance.

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    Cognitive Dissonance Theory is presented. Cognitive dissonance occurs when holding two conflicting cognitions (ideas, beliefs, values, reactions) creates mental discomfort. Examples of cognitive dissonance include knowing smoking is harmful but enjoying it, or believing lying is wrong but being forced to lie. The theory proposes that people are motivated to reduce dissonance by changing existing cognitions. Marketers use techniques to reduce customer dissonance after purchases by reassuring them and eliminating doubts about their decision. Persuasive communication can take advantage of cognitive dissonance by invoking it, then encouraging attitude or behavior change to resolve the dissonance.

    Copyright:

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    Download as pptx, pdf, or txt
    25 views27 pages

    Cognitive Dissonance Theory: Presented By: Shanti Swaroop Sharma Submitted To: Jitendra Charan Sir

    Uploaded by

    shantidsa
    Cognitive Dissonance Theory is presented. Cognitive dissonance occurs when holding two conflicting cognitions (ideas, beliefs, values, reactions) creates mental discomfort. Examples of cognitive dissonance include knowing smoking is harmful but enjoying it, or believing lying is wrong but being forced to lie. The theory proposes that people are motivated to reduce dissonance by changing existing cognitions. Marketers use techniques to reduce customer dissonance after purchases by reassuring them and eliminating doubts about their decision. Persuasive communication can take advantage of cognitive dissonance by invoking it, then encouraging attitude or behavior change to resolve the dissonance.

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    of 27

    Cognitive Dissonance Theory

    Presented by: Shanti Swaroop Sharma Submitted to: Jitendra Charan Sir

    Remember to . . .

    Watch your definitions they become thoughts Watch your thoughts they become words

    Watch your words they become actions Watch your actions they become your destiny

    Choose POSI

    +IVE Living

    What is Cognitive Dissonance?


    Distressing mental state people feel when they find themselves doing things that dont fit with their opinions or what they know.

    WHAT IS COGNITION
    a group of mental processes that includes attention, memory, producing and understanding language, learning, reasoning, problem solving, and decision making.

    Cognitive dissonance
    to describe the feeling of discomfort when simultaneously holding two or more conflicting cognitions: ideas, beliefs, values or emotional reactions. In a state of dissonance, people may sometimes feel "disequilibrium": frustration, hunger, dread, guilt, anger, embarrassment, anxiety, etc The theory of cognitive dissonance in social psychology proposes that people have a motivational drive to reduce dissonance by altering existing cognitions theory explains human behavior by positing that people have a bias to seek consonance between their expectations and reality.

    Examples
    The Fox and the Grapes

    Rumors for disaster

    rumors for disaster

    Examples
    Example 1: Knowing that smoking is harmful (First cognition) while liking to smoke (second cognition). The Cognitive dissonance theory's conditions were met because those cognitions are dissonant Example 2: Believing that lying is bad (First cognition) and being forced to lie (second cognition) Example 3: Liking a friend (first cognition) while knowing that he hates your brother (second cognition)

    Cognitive dissonance theory and adaption


    Example 1: In such a case a person could create a new cognition by claiming that lots of old people smoke since they were young and they are still healthy Example 2: In this case the person might change his behavior by not lying or even change his attitude by claiming that he believes in the lie Example 3: In such a case the person can claim that his friend doesn't like his brother because he didn't have time to know him well.

    What Is Dissonance in Marketing? causes a conflict or tension within a consumer


    considering a product purchase Marketers seek to eliminate dissonance and encourage positive emotions when purchasing their products. when a consumer makes a decision to purchase an item and, shortly after, experiences guilt over the choice, wondering if the other equally appealing item might have brought greater satisfaction.

    Marketing and Dissonance


    Advertising and promotional campaigns
    can help raise consumer confidence and remove buyer's remorse

    Dissonance-Fighting Tools
    seek to manage consumer doubts about
    making product purchases with the use informative advertising including humor or celebrity appearances in commercials feel good about purchasing a company's products

    Managing the Buying Process


    Marketers seek to prop up the buyer's emotional status through reassuring postpurchase services, including a money-back guarantee or free product service for the life of the purchase.

    dissonance reduction
    lowering the importance of one of the discordant factors, adding consonant elements, changing one of the dissonant factors

    Attitudes Can Affect Actions


    Our attitudes predict our behaviors imperfectly because other factors, including the external situation, also influence behavior.

    Democratic leaders supported Bushs attack on Iraq under public pressure. However, they had their private reservations.

    Actions Can Affect Attitudes


    Not only do people stand for what they believe in (attitude), they start believing in what they stand for.

    Cooperative actions can lead to mutual liking (beliefs).

    D. MacDonald/ PhotoEdit

    Actions Can Affect Attitudes


    Why do actions affect attitudes? One explanation is that when our attitudes and actions are opposed, we experience tension. This is called cognitive dissonance.

    To relieve ourselves of this tension we bring our attitudes closer to our actions (Festinger, 1957).

    Cognitive Dissonance

    When dissonance occurs... We


    Change our behavior. Justify our behavior by changing the conflicting cognition. Justify our behavior by adding new cognitions.

    Using Cognitive Dissonance to your advantage

    Persuasive Communication using the theory Invoking dissonance Creating a wedge of doubt or interest Encouraging change of behavior Supporting/assuring after change in attitude

    Applications of theory in advertising main conditions of dissonance in purchases


    involvement of a lot of money or psychological cost be personally relevant to the consumer the consumer has a freedom in selecting among the alternatives the decision involvement must be irreversible.

    methods to reduce dissonance


    Consumer can use strategy of constant information by engaging in bias and search for information that will support their prior beliefs might search for information about other retailers and substitute products consistent with their states. re-evaluate price in relation to external reference prices or attribute high or low prices with quality

    post-purchase concerns
    alternate purchase would have been better then will not buy the product again So convince the buyer constantly that the product satisfies his or her need and ensure repurchase of the same brand in the future 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 encourages the consumer to buy the expensive cards on special occasions

    TIPS TO AVOID POST PURCHASE DISSONANCE FOR MARKETERS 1. 2. 3. 4. Under promise and over deliver The sale doesnt end with the sale. Anticipate what might go wrong If something does go wrong, act accordingly. 5. If you are in the business of food preparation wash your hands after going to the toilet.

    Thank you for listening me

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