Research Topics:

Product Purchasing Studies | Psychological/Emotion Research

Industry/Market Focus:

Consumers

Content Type:

Glossary

Cognitive Dissonance Definition

Cognitive dissonance often arises following a major purchase (e.g., a car) when alternatives are recommended and/or dislikes emerge with the choice. To eliminate the discomfort of dissonance, the consumer will seek to rationalize the original choice, in other words, to find positive advantages and ignore the negative.

Cognitive dissonance is the name for the psychological discomfort that people experience after a major choice is made and potentially conflicting alternatives are recommended. To eliminate the discomfort linked to a purchasing decision, buyers try to rationalize the original choice. In other words, the buyer seeks out the positive and ignores the negative. Cognitive dissonance points out the complexity of consumer decision-making. It underscores the significance of post-purchase communication, support and messaging undertaken by businesses.

Who is affected by cognitive dissonance?

Marketing professionals and researchers use the theory of cognitive dissonance to explain consumer behavior and decision-making processes. A grasp on the theory behind cognitive dissonance  helps businesses understand how consumers rationalize and cope with conflicting information.

Why should I care about cognitive dissonance?

Cognitive dissonance theory can offer insights into consumer behavior and helps in the creation of marketing strategies. Determining how consumers resolve dissonance can boost brand loyalty and sales.