Is the Purpose of Advertising to Create Cognitive Dissonance?
The theory of cognitive dissonance was developed by Leon Festinger. Its concern is the relationship which exists among cognitions. Within this theory, cognition may be viewed as a piece of knowledge. Such knowledge may take the form of an attitude, a value, an emotion, a behavior and so on. Simultaneously, people hold several cognitions.
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When purchasing products, the more the alternative products available before customers, the more the chances that they will suffer from cognitive dissonance, and as a result, may purchase the products which the targeting advertisers provided. Advertisements make use of people’s emotions and the feelings of customers. They intentionally interfere with the customer’s thinking processes in order to divert their attention and attitude in favor of their products.
Bawa, A. &. (2008). COGNITIVE DISSONANCE AND THE MARKETING OF SERVICES: SOME ISSUES. Journal of Services Research, 8(2), 101-119.
Brehm, J. W. (2007). A brief history of dissonance theory. Social and Personality Psychology Compass, 1(1), 381-391.
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