Theory of cognitive dissonance and clues for advertising strategies
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According to cognitive dissonance theory, there is a tendency for individuals to seek consistency among their cognitions (i.e., beliefs, opinions). When there is an inconsistency between attitudes or behaviors (dissonance), something must change to eliminate the dissonance.
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Cognitive dissonance is a subconscious theory associated with uncertainty when forming conclusions. In marketing, it is oftentimes applied to as buyer's repentance and compares to the possibility consumers feel after getting an unfortunate acquiring choice.
Cognitive dissonance is the nature of the mind that holds engaging, and even conflicting opinions, at the same time. It's a situation of mind that maximum people find adequately difficult to drive them to find a fascinating way of adjusting the two prospects – for example, by denying the authorization of one of the views. Marketing strategies that manipulate cognitive dissonance can be useful, although only inside certain destinations.
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