Cognitive Dissonance and Advertising

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Cognitive Dissonance (CD) is an uncomfortable feeling caused by two confounding ideas. As a consumer an individual is optimistic about his decision (in purchasing a product or service). when there is an inconsistency in the opinions or beliefs or behaviours, CD occurs. He confirms his decision with others or with the media messages. When he feels he is incorrect in his decision or behaviour in the buying process, his consonance is getting disturbed and enters into 'cognitive dissonance'. The so called objectives of advertising viz. Informing, Persuading and Reminding should have a strategy in its message to take care of reducing or eliminating dissonance.

The message strategies in advertising to reduce cognitive dissonance is applicable in pre-purchase stage and post-purchase stage.

When a consumer feels the brand already decided by him is not delivering the expected benefits and when there is dilemma to go for other competitive brand, he is dissonant about his belief. This happens in pre-purchase stage. The message strategies in the advertisements is significant in reducing the dissonance.
Here is an example
One of my friends thought of booking a Tata- Nano car before its release. The influencing factor is low-price of the car. After the release and by seeing the product he felt the car is not suitable for his requirements. He felt an inconsistency in his opinion about that particular brand. It is the responsibility of the Ad-makers to identify the various situation which can cause dissonance and messages can be built to resolve the dissonance.

In the post purchase stage, it is difficult to reduce cognitive dissonance of a buyer. Advertisements and the Advertisers have the responsibility to confirm their purchase decision and reduce the dissonance. This will happen when visuals in the advertisements depict interviews of 'satisfied customers' happy faces of them etc.

Advantages of 'increasing' Cognitive Dissonance

Sales executives use a strategy in selling their products. If they can't 'convince' their customers, they 'confuse' them in deciding the competitors product. When a brand promises the same features or extra features and tells their product is better than competitors' brand in their advertisements, cognitive dissonance in the customers of the competitors will get increased. Hoardings of 'Sony television' near to Samsung showroom promising some better benefits can attract the potential buyer of Sony TV to visit their showroom (Samsung).

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