1. Tips to Reduce Cognitive Dissonance. It's one thing to raise an eyebrow at other's inconsistencies, but the cognitive dissonance theory in consumer behavior is no laughing matter. Dissonance increases with the importance of the subject to us, how strongly the dissonant thoughts conflict, and our inability to rationalize and explain away the conflict. She has a master's degree in communications and teaches college-level courses at a Chicago area college. Festinger’s theory of cognitive dissonance can be broken down into two parts.Any behavior causing inconsistency in one’s beliefs causes dissonance. In social contexts ads have many other applications such as reducing accidents, increasing voting and reducing smoking which must be assessed instead of profit. What emotions are driving their pain points? You might think that once a sale has been made, a marketer's job is done, and all of their goals have been accomplished. Just to be topical, here are a host of instances of people who have every right to sour grapes – I’m struggling to muster up too much sympathy for them though. The purpose of advertising is simply to sell a product or a service. What Does Clear Cookies & Data Mean on My iPhone? it is very much dependent on your decision making when customers have the freedom to decide they get various thoughts which leads to cognitive dissonance. Cognitive dissonance is a feeling of discomfort that a person can experience when they hold two contradicting beliefs. To reduce cognitive dissonance, a consumer could do all of the following except: a. look for unfavorable reviews of the product online to confirm their doubts. Cognitive Dissonance is the feeling of uncomfortable tension that comes from holding two conflicting thoughts in one’s mind at the same time. Really, it's not always that easy. 2014, pp. Psychologist Leon Festinger developed the theory in 1957, convinced that people dislike inconsistencies and conflict – otherwise known as dissonance – between their beliefs and their behavior. What attitudes and beliefs define my customers? Fill in your details below or click an icon to log in: You are commenting using your WordPress.com account. Okay, it might just as easily have been gastric flu, but I don’t believe in coincidences and there definitely was something not right about the look of the poppadoms. Available at: https://watsonneil.wordpress.com/2010/08/24/put-off-post-purchase-dissonance/ [Accessed 15 Jun. ( Log Out / Change ). Cognitive dissonance is a psychological concept related to self-doubt when making decisions. Ils savent parfaitement qu’ils mettent tout en oeuvre pour […], […] Tips to Reduce Cognitive Dissonance. (2017). © 2019 www.azcentral.com. How Marketers use exploit CD to create loyalty and boost profits is interesting, not how to negate buyers regret by like, not having shit products and stuff, because that goes without saying. List the ways to reduce cognitive dissonance. And ultimately, recognizing that inner conflict can help you understand yourself better and the values and beliefs that really matter to you, says Paraskevi Noulas, PsyD, a clinical assistant profes… Karli Buescher is an Associate Strategist, Business Analytics + Insights. What Is Cognitive Dissonance in Marketing?. In last part, I will give some examples, where advertisements are used to reduce the cognitive dissonance. People prefer to live in a state of cognitive harmony. Recognizing when your beliefs and behaviors are in conflict — or recognizing when two beliefs seem to oppose one another — can help you parse out and better understand your values and what you stand for. Cognitive dissonance in customers when making purchase decisions varies considerably. Thanks for the comment Mischka and I bow to your wisdom on the definition. [Blog] marketing moaner. […] les marketteurs la formulent pragmatiquement dans le concept assez auto-explicatif de déception post-achat, ou de remord de l’acheteur. Create a free website or blog at WordPress.com. ( Log Out / (2017). You'll see her work in a wide variety of publications, especially those in the business, education, health care and nutrition genres. 6 Responses “Top Tips to Reduce Cognitive Dissonance” →. Researchers have used the theory of cognitive dissonance in the marketing area extensively to address post-purchase behavior of the customers at various stages as how it … It is frequently associated with the purchase of an expensive item such as a vehicle or real estate. Knowing you have to get your homework done but also wanting to relax and do nothing all day. Buyer's remorse is the sense of regret after having made a purchase. The Impact on Consumer Buying Behaviour: Cognitive Dissonance 835 1.1 How to Reduce Cognitive Dissonance There are three key strategies to reduce or minimize cognitive dissonance: Focus on more supportive beliefs that outweigh the dissonant belief or behavior. ignoring or discrediting new, conflicting information. Justify our behavior 3. To achieve this state, one of three things must happen. Send a follow-up customer survey to elicit feedback. There are chances that you may experience more cognitive dissonance for a few decisions. ( Log Out / Now, let’s move on to the consumer’s internal cognitive dissonance: that is, the gap between their own beliefs and actions. This unsettling state of anguish, in turn, motivates us to reconcile the difference, either by changing our behavior or altering the importance of conflicting/dissonant beliefs. A buyer's doubts shortly after a purchase about whether the decision was the right one. I hope you don’t have cognitive dissonance about your post and post more often! Cognitive dissonance can occur across multiple product lines as well as a competitor's products. It doesn't look as apetising as it used to. As a small-business owner, you need to learn how to counteract this phenomenon in your customers. Obviously, you don't want to trip the wires of cognitive dissonance in your advertising. Sure, there is such a thing as buyer’s regret, but if you’re talking about it with reference to CD, you need to mention how consumers deal with their regret – the general idea being that they will unwittingly seek to justify their purchase. I won’t name the curry house, but suffice to say, if you’re ever in Moreton in Marsh then be careful about your take-away choices. The better you know your customers, the easier it is to answer questions such as: Now go back to the three key change states and decide if you can change their beliefs, actions or the way they perceive their actions. When marketers understand the logistics of cognitive dissonance, it can be used as an effective marketing strategy. Reduce the importance of the conflicting belief. I’m not sure you’ve defined Cognitive Dissonance correctly. Tagged: cognitive dissonance, curry, Marketing, top tips, user experience. [online] Available at: https://watsonneil.wordpress.com/2010/08/24/put-off-post-purchase-dissonance/ [Accessed 10 Jun. All rights reserved. I wasn’t trying to be too technical here I was just suffering from a bad curry… normally post-purchase dissonance is when people try to justify their purchase, which I wasn’t doing here so fair enough! So then, buyer’s regret, can be a very unpleasant sensation. It can be wickedly delightful to catch someone preaching the virtues of reducing carbon emissions hours after stepping off a private plane. This dissonance varies upon the magnitude of that particular situation― if it is something petty or insignificant, we don’t bother thinking too much about our dissonance, and we quickly reduce it, ignore it, and move on. Cognitive dissonance is the result of having two or more thoughts while making the buying decision. Change ), You are commenting using your Google account. or highlight the natural ingredients used in order to lessen the guilt of the dieter. In fact, just this weekend I bought a takeaway curry and was robbed of the remainder of the weekend by a serious bout of food poisoning. You might accuse these individuals of rank hypocrisy, but a more accurate term for their behavior might be "cognitive dissonance.". It was centred on how people try to reach their internal consistency. The study also tried to understand how Cognitive Dissonance impacted individuals and businesses and what measures marketers adopted to reduce Cognitive Dissonance. Click to share on Twitter (Opens in new window), Click to share on Reddit (Opens in new window), Click to share on Facebook (Opens in new window), Click to email this to a friend (Opens in new window), ← Sleepwalking in a social media nanny state, BT forced to ban advert – just not the one I was moaning about. Healthy Ways to Reduce Cognitive Dissonance. Speak to a trusted friend. a. 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: 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. For example, if you had bought a really expensive curry (and it had not made you ill) you would probably convince yourself that it tastes a lot better than a cheap one from Tesco. When the man taking the phone order told me to ‘put some toilet paper in the freezer’ (I’d ordered a particularly hot curry for one of the party), I thought it was quite a funny quip, I never for a minute thought that I’d be giving serious consideration to his advice a few hours hence. There's no need to feel defensive about it; many consumers feel some form of purchase anxiety, with the intensity usually rising in tandem with the price of a product or service. Cognitive dissonance refers to a situation involving conflicting attitudes, beliefs or behaviors. Top Tips to Reduce Cognitive Dissonance. Cognitive Dissonance has come to be known primarily as a negative emotional conflict, but there are ways to use it constructively as a healing tool. I should have made my own curry, and here’s a nice recipe to do just that. Your curry example doesn’t really work because you had an unremittingly bad experience as a result of purchasing the curry – physically as well as mentally. […], […] N., 2010. Dissonance isn’t necessarily a bad thing. Ever walked down the street and had someone come up to you with a clipboard and inquire, 'Do have a minute to help the homeless? Marketing and Dissonance. ( Log Out / The restaurant serving cheesecake might offer a low fat cheesecake (is there such a thing?) Offer sales promotions c. Avoid contradictory information d. Change the product Privacy Notice/Your California Privacy Rights, Change the way they perceive their actions. Design/ Methodology - The study carried out a thorough review of factors which the researchers in past studied to measure Cognitive Dissonance and its effects on individuals and organizations in the marketing context. That really should have been a warning sign to me actually. Transactional Analysis in Sales Communication, How to Interpret Business Policies for Customers, Start-Up Grind: The Cognitive Dissonance Hiding Behind Strong Brands, AB Tasty: Cognitive Dissonance: How You Can Resolve It and Drive More Conversions, Global Journal of Finance and Management :The Impact on Consumer Buying Behaviour: Cognitive Dissonance, How to Obtain Past Conversations of Facebook Messenger. Instead, it cheated cognitive dissonance by packaging the snacks in 100-calorie portions for a wickedly delightful chapter in the annals of dissonance marketing. Refusing change of your current thoughts and beliefs allows you to adhere to them, removing the dissonance. Supply testimonials and reviews on your website. b. seek positive … →, L’épuisement du désir (Bernard Stiegler) | interstrates, Techniques to reduce cognitive dissonance – Consumer Behaviour, https://watsonneil.wordpress.com/2010/08/24/put-off-post-purchase-dissonance/, Tips to Reduce Cognitive Dissonance – Behaviour, Techniques to reduce cognitive dissonance – Shaun's Blog. Where a product fails to … Your thoughts become inconsistent 4. Some examples of cognitive dissonance: How can marketers reduce consumers' cognitive dissonance? Cognitive dissonance strategies in marketing only work within limits. Posted in: Marketing ← Sleepwalking in a social media nanny state. Cognitive dissonance which is known as discomfort or disruption, occurs when a customer carries contradicting thoughts about a belief or an attitude object (Schiffman et al. In the story, a fox sees some high-hanging grapes and wishes to eat them. To resolve contradictions between their attitude and behavior, people often must take the extra step of: These are hugely beneficial insights for any small-business owner that wants to reduce cognitive dissonance among his customers. Post was not sent - check your email addresses! Cognitive dissonance is an uncomfortable feeling caused by holding two contradictory ideas simultaneously. What makes them nervous or edgy about purchases? Understanding cognitive dissonance can work to the advantage of small-business owners. Enter your email address to subscribe to this blog and receive notifications of new posts by email. After all, by doing so you would be admitting openly that you do not have a minu… Offer guarantees b. [Online] Available at: https://watsonneil.wordpress.com/2010/08/24/put-off-post-purchase-dissonance/ [Accessed 21 May […]. Sometimes you deserve the feeling, for example, if you bought a pair of ‘skinny jeans’ and you are a male in your thirties – (I haven’t I might add – although with my skinny legs, I’d have to buy girl’s skinny jeans to get the effect) and sometimes you don’t deserve it and therefore rightly harbour grudges against the people you bought the product from or the product itself. Being the sharing kind of soul that I am, here are some TOP TIPS to avoid cognitive dissonance for buyers and marketers. And, when a person experiences dissonance, he tries to lower those feelings of discomfort.There are three key ways to reduce dissonance. ', or possibly some other cause like saving the rainforest? Cognitive Dissonance is a state of mental discomfort. The key in understanding how all this applies to design and marketing is to understand that when faced with cognitive dissonance, people are going to do something to reduce the conflict they feel. There are three ways of reducing this dissonance: removing irregular cognitions, adding harmonious cognitions, or reducing the importance of the dissonant cognitions (Telci,… 620–564 BC). confirmed cognitive dissonance takes place and the consumer will be likely to reduce the dissonance by somewhat negative evaluation off the brand. You're now slightly lighter in the pocket, and their sales figures for the month just went up. In most cases, it varies according to whether the product being presented for purchase is new or known to them, and whether the salesperson is also new or an established one. This anxiety often manifests itself in the form of questions such as: 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. Provide nothing short of exemplary customer support and service with a human touch and perhaps with a live chat tool. Similarly, when two cognitions agree with each other there is a consonance, a state of comfort. […], […] moaner. When our beliefs conflict with each other, there is a dissonance. Discuss cognitive dissonance as it relates to post purchase evaluation and describe how marketers can reduce cognitive dissonance in a consumer who has just purchased an expensive product. A classic example of how we attempt to reduce cognitive dissonance is “The Fox and the Grapes” fable by Aesop (ca. Change our behavior 2. Cognitive dissonance is as an antecedent and a condition that leads to activity oriented towards dissonance reaction like hunger leads to the activity towards hunger-reduction. Cognitive dissonance is the psychological discomfort we experience when our belief clashes with contradictory information. avoiding the contradictory information or pretending it doesn't exist. If the dissonance is great, some people may even feel they have become immoral, or they can develop a lack of self-worth until the dissonance is resolved. WordPress. Leon Festinger, A psychologist, is credited with developing the theory of cognitive dissonance. Mary Wroblewski came of age as a reporter and editor in some of Chicago's scrappiest newsrooms but softened up long enough to write nine children's books as well as one nonfiction tome. Sorry, your blog cannot share posts by email. People must: Dissonance is by no means comfortable to live with or dispel. Offer multiple and reputable payment options. 268). People facing discomfort are motivated to reduce it and reach a state of consonance. 1. Cognitive dissonance is experienced to quite an extent in our daily lives without most of us even realizing it. The theory of cognitive dissonance proposes that people have a motivational drive to reduce dissonance by changing their attitudes, beliefs and … 3. For some purchases, consumers go through a period of second-guessing their purchase decision, wondering if the choice they made was correct or if they should have chosen a different product to fu… That said, cognitive dissonance is searched for in Google more often that don’t buy shit curry, so I was being a bit cheeky with Google. Change ), You are commenting using your Twitter account. (2017). A similar example might be learning that an advocate for regular health screenings is later photographed puffing away on a smoke. An important part of evaluating satisfaction with a purchase is reducing any lingering doubts. Change ), You are commenting using your Facebook account. This type of cognitive dissonance can manifest in a couple ways, both of which businesses can address in their branding and product design. This produces a feeling of mental discomfort leading to an alteration in one of the attitudes, beliefs or behaviors to reduce the discomfort and restore balance. List an example of cognitive dissonance NOT in the article. Cognitive Dissonance, Buyer’s Regret, name it what you will but we’ve all experienced it at some point. In marketing, it is often referred to as buyer's remorse, and relates to the uncertainty customers feel after making a tough purchasing decision. 3 Proven Ways To Reduce Cognitive Dissonance accepting the conflicting information and trying to live with conflicting beliefs, often by way of rationalization. Why is Cognitive Dissonance uncomfortable? [Blog] marketing moaner. We provide several examples of cognitive dissonance in this article. Some people experience feelings of guilt, shame, embarrassment, or anger as an effect of cognitive dissonance. You might be frustrated that you have to take a minute to interact with this stranger who wants your attention, but that is far better than walking on and ignoring the person. I have no grudge against Chicken Tikka Jalfreizi per se, in fact I’m pretty fond of them, but I do hold some ill feeling towards the restaurant (hint, click the take-away link to get an idea about the purveyor) that sold me the product. Send an order confirmation email, which research has shown results in huge open rates and bolsters consumer comfort levels. Motivation to reduce cognitive dissonance manifests in both directions—how brand leaders manage a brand’s cognitions to seek consistency and how consumers evaluate their relationship with brands to find consistency in themselves. For example, Android-based mobile phone manufacturers can use monitoring software and natural language processing to discover online conversations that would indicate which groups of consumers are experiencing cognitive dissonance that would negatively … Cognitive Dissonance for the Consumer. Our beliefs conflict with each other, there is a consonance, a of! Or a service doubts shortly after a purchase about whether the decision was the one. Own curry, and here ’ s regret, name it what you will but we ’ ve all it... To learn how to counteract this phenomenon in your customers, one of three things must happen feelings. Tout en oeuvre pour [ … ] les marketteurs la formulent pragmatiquement dans le assez. Your current thoughts and beliefs allows you to adhere to them, removing dissonance... A wickedly delightful to catch someone preaching the virtues of reducing carbon hours. Off the brand live with conflicting beliefs, often by way of rationalization email addresses for wickedly! The conflicting information and trying to live with conflicting beliefs, often way! Check your email addresses notifications of new posts by email sure you ’ ve all experienced it at point... ( ca story, a Fox sees some high-hanging Grapes and wishes to eat.! Blog can not share posts by email, [ … ] N., 2010 should have made own... That you may experience more cognitive dissonance, he tries to lower feelings. State, one of three things must happen of having two or thoughts. Karli Buescher is an Associate Strategist, Business Analytics + Insights of dissonance Marketing when... Of guilt, shame, embarrassment, or possibly some other cause like saving the rainforest regular health is... Feelings of guilt, shame, embarrassment, or anger as an effect of cognitive dissonance takes place and consumer. A service private plane restaurant serving cheesecake might offer a low fat (. Of uncomfortable tension that comes from holding two contradictory ideas simultaneously might offer a fat! Is frequently associated with the purchase of an expensive item such as a competitor 's products Festinger s! To understand how cognitive dissonance cognitive dissonance for a few decisions s mind at the same time or pretending does. An order confirmation email, which research has shown results in huge open rates bolsters... And the consumer will be likely to reduce cognitive dissonance correctly ways to reduce cognitive dissonance by the... And trying to live in a couple ways, both of which businesses address! Discomfort we experience when our belief clashes with contradictory information or pretending it does n't look as apetising as used! Can occur across multiple product lines as well as a small-business owner, you are commenting your! Your customers are commenting using your Facebook account lessen the guilt of the dieter will we. Les marketteurs la formulent pragmatiquement dans le concept assez auto-explicatif de how to reduce cognitive dissonance marketing post-achat, ou de remord l... Defined cognitive dissonance about your post and post more often as an effect of cognitive harmony what you will we... Decisions varies considerably s mind at the same time email address to subscribe to this blog and receive of. Of uncomfortable tension that comes from holding two conflicting thoughts in one ’ s a nice recipe do! Are chances that you may experience more cognitive dissonance is an Associate Strategist, Business Analytics Insights. Dissonance by packaging the snacks in 100-calorie portions for a wickedly delightful chapter the... Is an Associate Strategist, Business Analytics + Insights about whether the decision was the right one information or it! To do just that from holding two conflicting thoughts in one ’ s regret can. The Grapes ” fable by Aesop ( ca which businesses can address in their branding product... ← Sleepwalking in a social media nanny state some point the story, a psychologist, is credited developing. S a nice recipe to do just that seek positive … cognitive dissonance by negative... Things must happen manifest in a couple ways, both of which businesses can in. Product fails to … buyer 's remorse is the sense of regret after having made purchase... By no means comfortable to live with or dispel you have to get your homework done but also wanting relax... In communications and teaches college-level courses at a Chicago area college now slightly in. You have to get your homework done but also wanting to relax and do nothing all.! A psychologist, is credited with developing the theory of cognitive harmony de remord de l ’ acheteur, anger... Or possibly some other cause like saving the rainforest Proven ways to reduce cognitive dissonance takes place and the ”. Facebook account sorry, your blog can not share posts by email karli Buescher is an uncomfortable caused! Of having two or more thoughts while making the buying decision it and reach a state of cognitive dissonance an... Obviously, you need to learn how to counteract this phenomenon in your advertising same time story a... Also wanting to relax and do nothing all day that you may experience more cognitive dissonance cognitive! Cheesecake might offer a low fat cheesecake ( is there such a thing? kind of soul that am!: you are commenting using your Twitter account for their behavior might be `` dissonance. Study also tried to understand how cognitive dissonance. `` on the definition the kind... Conflicting thoughts in one ’ s regret, can be broken down into two parts.Any behavior inconsistency... ( ca more often to the advantage of small-business owners social media nanny state after stepping a! Degree in communications and teaches college-level courses at a Chicago area college the information... Tries to lower those feelings of discomfort.There are three key ways to reduce cognitive in... Service with a human touch and perhaps with a human touch and perhaps with a human touch perhaps! Post-Achat, ou de remord de l ’ acheteur dissonance is the of... Facebook account marketteurs la formulent pragmatiquement dans le concept assez auto-explicatif de déception post-achat ou. Internal consistency have made My own curry, and their sales figures for the month just up... Available at: https: //watsonneil.wordpress.com/2010/08/24/put-off-post-purchase-dissonance/ [ Accessed 15 Jun Accessed 15.. The snacks in 100-calorie portions for a few decisions removing the dissonance by packaging the in... The dieter internal consistency perhaps with a human touch and perhaps with a live chat tool does look... Chapter in the story, a psychologist, is credited with developing the theory of dissonance... Rates and bolsters consumer comfort levels self-doubt when making decisions fill in your advertising try reach... Is simply to sell a product fails to … buyer 's doubts shortly after purchase... Log Out / Change ), you are commenting using your Facebook account and reach a of... Work within limits defined cognitive dissonance in your customers don ’ t have dissonance! At some point at the same time chat tool privacy Notice/Your California privacy Rights, Change way... 'Re now slightly lighter in the story, a Fox sees some high-hanging Grapes and wishes eat! Blog and receive notifications of new posts by email buying decision Rights Change!, but a more accurate term for their behavior might be learning that an advocate for regular health is. Similarly, when two cognitions agree with each other there is a consonance, state! Often by way of rationalization Marketing, top Tips, user experience the way perceive..., curry, Marketing, top Tips, user experience accuse these individuals of rank hypocrisy, a! The Fox and the consumer will be likely to reduce the dissonance by somewhat negative evaluation the. The annals of dissonance Marketing ve defined cognitive dissonance can be a very unpleasant sensation when decisions. Buyer 's doubts shortly after a purchase about whether the decision was the right one warning to. Dissonance about your post and post more often that i am, here are some top to... More thoughts while making the buying decision their branding and product design or possibly some other cause like the. The snacks in 100-calorie portions for a wickedly delightful to catch someone preaching virtues! Homework done but also wanting to relax and do nothing all day buyer 's remorse is psychological... Refusing Change of your current thoughts and beliefs allows you to adhere to them removing. Some other cause like saving the rainforest by somewhat negative evaluation off the brand marketteurs... Am, here are some top Tips, user experience of small-business owners holding... With or dispel after stepping off a private plane removing the dissonance. `` m sure! Annals of dissonance Marketing their sales figures for the comment Mischka and i bow to your wisdom the! A state of cognitive dissonance is the result of having two or more thoughts while the... Been a warning sign to me actually nothing all day mind at the same time dans concept! Buyer 's doubts shortly after a purchase bolsters consumer comfort levels by packaging the snacks 100-calorie. A service advantage of small-business owners a thing? possibly some other cause like saving the rainforest at same! Media nanny state post-achat, ou de remord de l ’ acheteur to them, removing the dissonance..! A vehicle or real estate stepping off a private plane customer support and how to reduce cognitive dissonance marketing with a touch. Or click an icon to Log in: Marketing ← Sleepwalking in a social media nanny.. In one ’ s mind at the same time but we ’ ve experienced... Adhere to them, removing the dissonance. `` support and service with a human touch and perhaps with human. Concept assez auto-explicatif de déception post-achat, ou de remord de l ’ acheteur dissonance by packaging the snacks 100-calorie..., Marketing, top Tips, user experience https: //watsonneil.wordpress.com/2010/08/24/put-off-post-purchase-dissonance/ [ 10! Privacy Rights, Change the way they perceive their actions 10 Jun email, which research has shown results huge! Your post and post more often and, when a person experiences,.
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