Download What Is Cognitive Dissonance in Marketing?

What Is Cognitive Dissonance in Marketing?
by Helen Akers, Demand Media
Frustration with a product's performance may cause cognitive dissonance.
Cognitive dissonance refers to conflicting attitudes, behaviors or beliefs, according to Simple Psychology. The
theory of cognitive dissonance states that it occurs when someone holds two or more conflicting attitudes or
beliefs about one product or service. Cognitive dissonance is most likely to occur after a consumer makes a
purchase. Products or services that involve a high level of commitment contain a greater risk for dissonance.
Examples of products with high levels of commitment include homes, vehicles and luxury vacations. Consumers
may also experience dissonance prior to making a purchase. Small-business owners should be aware of why
dissonance happens and ways they can help reduce it.
Choices
In a competitive market, consumers usually have two or more choices when it comes to selecting products and
services. Your potential customers may weigh the pros and cons of each choice. Cognitive dissonance -conflicting beliefs held simultaneously about a product or service -- tends to increase with the amount of
attractive choices available. Product categories, such as health and beauty items, have a number of brands that
consumers can choose from. In some cases, a company may market several different product distinctions under
the same brand. Toothpaste is an example of a product with this level of competition. Brand switching is one of
the results of cognitive dissonance.
Returns
A customer may try to get rid of her cognitive dissonance by returning the product. Since dissonance causes
uncomfortable feelings of anxiety and regret, getting rid of the source often cures it. A feeling of having paid too
much may lead to remorse and prompt a return. Finding a more attractive alternative after purchasing the product
could also be a reason for a return. A high return rate for a product might indicate that it is not living up to
customers' expectations. High return rates also reveal that the product is failing to compete in terms of price or
quality.
Research
Cognitive dissonance may cause the customer to rationalize her decision. One of the ways she might accomplish
this is through research. A customer who has remorse will gather more information about the product. Some
customers will gather information that reaffirms their decisions. Other customers will gravitate towards
information that confirms they made a mistake. Either way, the customer becomes more comfortable with
keeping the product or making the decision to return it. Customers may come back to your company for
information.
Testimonials
Testimonials and reviews are methods you can use to reduce cognitive dissonance. Advertising messages that
highlight other customers' satisfaction and positive experiences reiterate that your product is a good choice.
Reviews and testimonials are especially helpful for customers who do not have prior experience with your
product or company. Intangible services and high-risk products benefit from reviews as well. This is the reason
why many consumers look at reviews for appliances, hotels, and investment services.
Retrived from:
http://smallbusiness.chron.com/cognitive-dissonance-marketing-55693.html