If you're a conservative, you agree with the governor's refusal to grant yet one more opportunity to an already convicted felon. According to the Business Dictionary's website, the most common example of cognitive dissonance in the business world is the occurrence of "buyer's remorse." But if the distance between the consumer's view and that offered through the marketing strategy is too great, the consumer may reject the approach and the product. In 1959, Festinger and his colleague James Carlsmith published an influential study showing that cognitive dissonance can affect behavior in unexpected ways. On the one hand, if you resist the sales pitch for this very expensive car, you appear unsophisticated; on the other hand, if you agree, then you're progressing down the marketing patch toward the purchase of a car you can't afford.Faced with this kind of cognitive dissonance, many consumers will go along with the sales pitch to avoid being viewed as an unsophisticated person without the real knowledge required to fully appreciate the car.Most marketing strategies that employ cognitive dissonance in the service of selling a product rely on our desire to be perceived favorably – for example, as sophisticated, hip, knowledgeable or affluent.

They find themselves in conflict with another person, and in order to engage in the conflict and harm the other person, they amend their belief:E.g. Marketing and Dissonance. People must:Dissonance is by no means comfortable to live with or dispel.To resolve contradictions between their attitude and behavior, people often must take the extra step of:These are hugely beneficial insights for any small-business owner that wants to reduce cognitive dissonance among his customers. Marketing strategies that employ cognitive dissonance can be effective, although only within certain limits.People are hardwired to seek consistency in their views and behaviors. These can include scientific data, quotes from experts and research data.An effective marketer will also present objections to the product in his copy and systematically refute each objection. Advertisers, marketers, and public relations pros purposely create cognitive dissonance … In spite of the conflicting evidence available, there remain many that remain convinced of Individual X guilt and will refuse to listen to anyone challenging that belief. You're a liberal voter (or a conservative voter – it works equally well in both instances) and you read a newspaper article about an African-American man. When consumers feel good about purchasing a company's products, there's a lower chance that dissonance will occur.A buyer can experience remorse over a product purchase at any point in the sales experience, including well after the consumer makes the purchase decision. Every day new stories arise from neighbours, friends and relatives that reinforce the belief that Individual X is “evil”. After all, by doing so you would be admitting openly that you do not have a minu… The end result can be active disdain for the product or the company that makes the product, along with the ad itself.I am a retired Registered Investment Advisor with 12 years experience as head of an investment management firm. Cognitive dissonance is when a person holds two incompatible beliefs, or has a belief that is incomparable with a behavior. Marketers seek to eliminate dissonance and encourage positive emotions when purchasing their products. Generally and somewhat counter intuitively, the stronger the consumer's view that the advertising potentially opposes, the better the strategy can work.

Dissonance in marketing causes a conflict or tension within a consumer considering a product purchase.

Its application area was consumer behavior and more specifically, post-purchase situation.

People go to great lengths to find reasons to justify decisions/actions.