Cognitive Dissonance and Advertising
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. Th...