A quick definition of cognitive dissonance and why conflicting beliefs matter. Short examples cover buyer’s remorse and the meat paradox. The segment highlights causes and the classic 1957 theory behind the idea.
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What Cognitive Dissonance Is
Cognitive dissonance is psychological stress from holding inconsistent thoughts, beliefs, values, or attitudes.
New information or misaligned behavior triggers mental conflict that people seek to reduce.
insights INSIGHT
Dissonance Causes Defensive Responses
People experience cognitive dissonance as discomfort and try to relieve it through rationalization or rejection.
Leon Festinger formalized the theory in 1957 and research has since expanded across fields.
question_answer ANECDOTE
Car Purchase And Buyer's Remorse
Sandra uses buying a car to illustrate how small flaws create dissonance after a purchase.
This post-purchase tension is commonly known as buyer's remorse.
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In this episode, we are considering Cognitive dissonance. Cognitive dissonance is the phenomenon of having inconsistent thoughts, beliefs, values or attitudes.
📎 Definition Minute is a new subset of the Behavioral Economics in Marketing podcast. In these mini-episodes, I will define economic theories, in a minute or two. The topics will be review, introductory or discrete in nature.
Behavioral Economics in Marketing Podcast | Understanding how we as humans make decisions is an important part of marketing. Behavioral economics is the study of decision-making and can give keen insight into buyer behavior and help to shape your marketing mix. Marketers can tap into Behavioral Economics to create environments that nudge people towards their products and services, to conduct better market research and analyze their marketing mix.
Sandra Thomas-Comenole | Host | Marketing professional with over 10 years of experience leading marketing and sales teams and a rigorously quantitative Master’s degree in economics from Rensselaer Polytechnic Institute. Check out her Linkedin profile here: Sandra Thomas-Comenole, Head of Marketing, Travel & Tourism
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