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What Is Dissonance in Marketing?
er's original book on the theory of cognitive dissonance.1 Marketing researchers and psychologists have conducted numerous experiments to test the theory. Whether dissonance theory can be applied to marketing is a question which has raised considerable interest …
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[PDF File]COGNITIVE DISSONANCE: A REVIEW OF CAUSES AND …
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cognitive dissonance: (1) altering the importance of the issue or the elements involved, (2) changing one or more of the cognitive elements, (3) adding new elements to one side of the tension or the other, (4) seeking consonant information, and (5) distorting or misinterpreting
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[PDF File]The theory of cognitive dissonance: A marketing and ...
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The Impact on Consumer Buying Behaviour: Cognitive Dissonance 837 2.2 Foundations of Dissonance Theory The theory of cognitive dissonance is elegantly simple: it states that inconsistency between two cognitions creates an aversive state akin to hunger or thirst that gives rise to a motivation to reduce the inconsistency. According to Leon ...
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[PDF File]The theory of cognitive dissonance - Adam Kowol
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Keywords: Cognitive dissonance, consumer behaviour, marketing, consumer dissonance, post purchase dissonance I. INTRODUCTION For ages, dissonance in consumer behaviour has captured the imagination of the marketers the world over. Since consumer behaviour and its extensive study has been a backbone of the marketing strategy of every
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[PDF File]The Impact on Consumer Buying Behaviour: Cognitive Dissonance
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Cognitive dissonance post purchase has been a marketers‟ subject of curiosity and importance as it directly affects the post purchase behavior of the consumer. The aim of this study was to review the literature in the field of cognitive dissonance in the marketing context. This study intended to know how marketers used theory of
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[PDF File]Cognitive Dissonance and Its Impact On Consumer Buying ...
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Cognitive dissonance is a true and quintessential crossover of Psychology and Marketing principles. Its knowledge should be included in every facet of marketing plan. In this study, we have explored first the factors that can affect pre-purchase dissonance, and then conducted a survey of 65 people to assess factors affect them the most when choosing a restaurant. Based on the results, we ...
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Can Cognitive Dissonance Theory
The theory of cognitive dissonance, developed by Festinger (1957) [1], states that if a person holds two cognitions that are inconsistent with one another, he will experience dissonance and will ...
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Cognitive dissonance in marketing