Understanding Dissonance and Dissonance Reduction: An Inference from Literature Saloni Pandey Research Scholar, Dr. A.P.J. Abdul Kalam Technical University Lucknow, India Dr. (Prof.) Pooja Ahmad


Authors : Saloni Pandey; Dr. Pooja Ahmad

Volume/Issue : Volume 8 - 2023, Issue 6 - June

Google Scholar : https://bit.ly/3TmGbDi

Scribd : https://tinyurl.com/4zpj285m

DOI : https://doi.org/10.5281/zenodo.8125959

Abstract : The theory of cognitive dissonance, primarily belonging to psychology has been successfully applied in various fields including consumer behavior. However, dissonance reduction which is an important affective aspect of the theory is a less explored area. The paper draws from the framework of 36research papers and few books on how the understanding of cognitive dissonance evolved and what are the possible actions and behaviors explored by researchers which can lead to reduction in dissonance. The study has derived from the literature the ways of reducing dissonance that can be helpful for marketers for strategizing their promotions and customer support services. The dissonance can be reduced by seeking information, opinion change, suggestions and advice from reference groups, behavior/attitude change. However, there’s a great scope to establish the ways of reducing cognitive dissonance through primary research. It can also be studied whether certain psychologically applicable ways such as adding new cognitions, and providing internal and external justification, for reducing dissonance are applicable in consumer behaviour as well.

Keywords : Cognitive dissonance, dissonance reduction, psychology, consumer behavior, marketing strategies.

The theory of cognitive dissonance, primarily belonging to psychology has been successfully applied in various fields including consumer behavior. However, dissonance reduction which is an important affective aspect of the theory is a less explored area. The paper draws from the framework of 36research papers and few books on how the understanding of cognitive dissonance evolved and what are the possible actions and behaviors explored by researchers which can lead to reduction in dissonance. The study has derived from the literature the ways of reducing dissonance that can be helpful for marketers for strategizing their promotions and customer support services. The dissonance can be reduced by seeking information, opinion change, suggestions and advice from reference groups, behavior/attitude change. However, there’s a great scope to establish the ways of reducing cognitive dissonance through primary research. It can also be studied whether certain psychologically applicable ways such as adding new cognitions, and providing internal and external justification, for reducing dissonance are applicable in consumer behaviour as well.

Keywords : Cognitive dissonance, dissonance reduction, psychology, consumer behavior, marketing strategies.

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