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Impact Of Cognitive Dissonance On Consumer Behaviour

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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. Some of the factors leading to dissonance …show more content…

(4)Dissonance in Consumer Behaviour
In dynamic business environment, marketers have always been trying to not only acquire new customer base but also retain the existing one by providing value, satisfying customers’ exchange expectations. It has been found that customer retention is highly associated with customer satisfaction and customer satisfaction not only retains the customer with the company but also affects revenue, earning per share and stock price (Williams and Naumann, 2011).

Since consumer behaviour and its extensive study has been a backbone of the marketing strategy of every firm, a detailed and comprehensive study of all its aspects become imperative for the success of an organisation. And, hence, the concept of cognitive dissonance and its effect on the consumer behaviour has been a part of various significant research studies as well. One author even termed it one of social psychology’s greatest theories (Aronson 1969).Sweeney, Hausknecht and Soutar (2000) noted, „dissonance includes both cognitive aspects, as the title „cognitive dissonance‟ implies, as well as an emotional dimension, as many definitions, including Festinger‟s original …show more content…

1.2 Why is Cognitive Dissonance Important?
Cognitive dissonance plays a role in many value judgments, decisions and evaluations. Becoming aware of how conflicting beliefs impact the decision-making process is a great way to improve your ability to make faster and more accurate choices.

1.3 Examples of Cognitive Dissonance
Cognitive dissonance can occur in many areas of life, but it is particularly evident in situations where an individual's behaviour conflicts with beliefs that are integral to his or her self-identity. For example, consider a situation in which a man who places a value on being environmentally responsible just purchased a new car that he later discovers does not get great gas mileage.

The conflict
• It is important for the man to take care of the environment.
• He is driving a car that is not environmentally-friendly.

In order to reduce this dissonance between belief and behaviour, he has a few difference choices. He can sell the car and purchase another one that gets better gas mileage or he can reduce his emphasis on environmental-responsibility. In the case of the second option, his dissonance could be further minimized by engaging in actions that reduce the impact of driving a gas-guzzling vehicle, such as utilizing public transportation more frequently or riding his bike to work on

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