Q. What Is Cognitive Dissonance?
Cognative dissonance:
- Premise that people have a requirement for consistency and order in their lives and that a state of tension and conflict is created when beliefs or behaviours conflict with one another.
- The conflict may be determined through cognitive dissonance reduction where people are motivated to reduce this inconsistency and eliminate the unpleasant tension.
Motivational conflicts:
- Positively valued goals - consumers are enthused to approach the goal and will seek out products that will be instrumental in attaining it.
- Avoiding negative goals - consumers are enthused to avoid a negative outcome structuring their purchases or consumption activities.