Cognitive dissonance is by definition the ¨state of having inconsistent thoughts, beliefs or attitudes (McLeod, Simply Psychology) which produces feelings of discomfort.” In order to dispel those feelings the brain leads a person to alter the thoughts, beliefs or attitudes that are in disagreement with the rest, restoring the brain to harmony. When we humans have a thought or commit an atrocity that goes against our morals or long standing beliefs we either apologize or justify the action, telling ourselves that the person we hurt deserved it and brought it upon themselves. We continue to search for justification until we no longer view ourselves as in the wrong. This mental capability has, in my opinion, been the leading agent in nationś wars and oppression against others. The most prominent being attempts to stamp out races because of their so called ¨inferior race/ heritage¨.
The role of emotional dissonance is of utmost importance because it is highly significantly associated with the diminishing sense of wellbeing among service workers. Cheung and Tang (2010) argued that when the organization have high expectation from the employees in terms of service delivery, they should demonstrate appropriate emotions while interacting with customers. They also identified various types of customers which are Guanxi-using customer, fair treatment customer, demanding customer, time pressure using customer and threat using customer who endeavor emotional pressures among frontline customer service representatives. Service culture is a double-edge
Cognitive Dissonance and Its Impact on Consumer Behaviour Abstract The theory of “cognitive dissonance” is of great importance in consumer behaviours and marketers have lots of interest in analysing the post purchase behaviour of consumers experienced by them. This paper has explored the factors that create cognitive dissonance in consumer buying decision making particularly among the consumer goods purchaser in the city area. Some of these are family status, religious value, customs, belief etc. the study also reveals the problems and identified probable solutions to overcome these problems. This article explores the implications of cognitive dissonance on varied aspects of consumer buying behaviour.
Cognitive Dissonance Regardless of context, whenever two or more variables contradict each other, it can create intense feelings of unease. This error in consistency can prompt one to feel confused, uncomfortable, and at times even angry. Though within the realm of social psychology, this general discomfort can be overwhelming when concerning the concept of cognitive dissonance. In short, cognitive dissonance is defined as a subsequent feeling of discomfort when faced with two contradictory cognitions, or when a newly formed cognition does not adhere to one’s self-concept. This leaves us to wonder, what path is taken to reduce this discomfort?
Culture is a set of values, beliefs and attitudes which are accepted and shared by a group of people to standardize their behaviors in daily life (Scarborough, 1998). It can be recognized from the definition that there are many various groups of people who think differently because it is not possible to count those groups. Culture is created by human beings (Laroche, 2003);theirdiverse thoughts and behaviors create the cultural differences. It takes a long time for a culture to develop; many forces act upon people to establish their identity, but the strongest is religion. Beliefs are the major reasons for cultural differences (Scarborough, 1998).
She additional sated that cynicism is a reaction to the history of personal and social experiences that yield readily to the changes elicited by environmental influences which lead toward the deviant behavior. These counterproductive actions can take numerous practices like as nonattendance, work lazing, theft, physical & verbal violence, fraud, to term some rare of the several aspects of deviating or counterproductive behavior of workers. So there is a strong evidence to express there seems to a significant positive association in between organizational cynicism and Counterproductive Work Behavior. Organizational self-esteem is a mediator in this study that define as Self-esteem of individuals obviously effects their performance and enactment together at workplace and in to the common life. Scholars have revealed that self-esteem is too much general used in an organization’s perspective to count the influence of organization concerning of worker’s performance & enactment.
It appears to have been generated when determining the ultimate goal; was the goal to solve the scheduling problem, or was the goal to make Cindy feel better? Cognitive Conflict. The initial cognitive conflict in this case study is the direct result of the apparent goal conflict. Cindy's hostility toward rescheduling patients and perceiving it to be “all the time” is contrasted with Dr. Jones casual response to Cindy telling her she can handle it and instructing her to tell patients “I have an emergency” clearly indicates that Dr. Jones and Cindy have conflicting perceptions on if there should be a cancellation of appointments for the afternoon in question. An additional point of cognitive conflict was demonstrated when Dr. Jones was notified of Cindy's complaint and was caught off guard.
Cognitive dissonance is an emotion of distress caused by the conflict between an individual’ beliefs, behavior and attitude. Leon Festinger 's theory of cognitive dissonance says that an individual who experiences inconsistency b/w his beliefs, attitude or behavior tends to feel the discomfort and is motivated to reduce the dissonance to bring his cognition and action in line with each other.The inconsistency between an individual’ belief, attitude and behavior causes the psychological discomfort which can motivate the individuals to make a change in their attitude and/or behavior to avoid the stressful feeling. For example, a consumer might have a negative initial attitude towards a particular brand or product but on approaching the outlet, the consumer may be influenced otherwise by the salesperson who may tell all the positive attributes of the product to convince him. The consumer may search for the reviews
Cognitive dissonance may occur when consumer’s opinion is formed or consumer’s decision taken when opinion and cognition direct consumer in different direction (Schiffman, Cognitive Dissonance, 1997). Consumer’s dissonance will be based on their satisfaction or dissatisfaction of their purchase. Dissonance could impact of consumer’s decision-making process, satisfaction with their purchase and affect consumers’ attitude. When consumer experienced dissonance, consumer will display those feeling, attitude and emotion such as stress, worry and unhappy. For some consumer, it’s an intolerable and painful thing.