Cognitive Dissonance in Relationships - Effects & Causes Many business leaders have cognitive dissonance between balancing their desire to do good with their desire to make the most profit possible. Cognitive dissonance is the tension that arises from having two conflicting thoughts in your head at the same time. Festinger argued that any form of inconsistency is uncomfortable, and that individuals will attempt to reduce the dissonance and, hence, the discomfort. Theoretical Framework: Cognitive Dissonance Cognitive dissonance refers to a psychologically uncomfortable state devel-oping as a consequence of contrasting cognitions, the state of having two or more inconsistent attitudes, beliefs, or thoughts in human mind (Festinger, 1957). 3.1. Business leaders facing disruption are very familiar with cognitive dissonance and switch costs. Information and telecommunications technologies such as the Internet, mobile phones and digital television have opened new channels of marketing. What Is Cognitive Dissonance in Marketing?. The term cognitive dissonance is used to describe the feeling of discomfort that results from holding two conflicting beliefs. Like we often do in our personal lives, leaders can find ways to quieten the desire for change. IOSR Journal of Business and Management. The Role of Cognitive Dissonance in Dehumanization: Denying Humanity through AI PDF. Generally and somewhat counter intuitively, the stronger the consumer's view that the advertising potentially opposes, the . Cognitive dissonance can increase if the buyer feels anxious about the decision, particularly if new information has . The Impact on Consumer Buying Behaviour: Cognitive Dissonance 837 2.2 Foundations of Dissonance Theory The theory of cognitive dissonance is elegantly simple: it states that inconsistency between two cognitions creates an aversive state akin to hunger or thirst that gives rise to a motivation to reduce the inconsistency. As the most important objective is to convey the most important message for to the reader. Cognitive dissonance is the incompatibility between any two elements of knowledge or belief. Bobbie Murray is the human protections administrator and an associate professor for the U.S. Army Command and General Staff College. There are three ways to handle this phenomenon: changing your behavior . For example, you may be an animal lover at heart, and therefore hold the view that eating meat should be avoided on a moral level. In finance, the effect is studied within the field of behavioral finance. This research was a case study of a conservative generation of 22 years of age with excellent academic achievements. 2012;1(4):7-12. doi: 10.9790/487x-0140712 Additional Reading Cooper, J. Cognitive Dissonance: 50 Years of a Classic Theory . Since its introduction to the social psychology literature 60 years ago, Festinger's cognitive dissonance theory (CDT) has been frequently applied to the management literature to explain and predict the motivational nature of dissonance in producing attitude and behavior change in managerial decision making and the broader organizational context. By Elif Çalışkan. The Authors. Management activities in cognitive management are carried out through tools affecting human cognitive capabilities. Post-purchase behavior occurs at the fin al stage ('post-purchase evaluation' stage) in the consumer decision process when the customer assesses whether he is . A business ethics situation of unfair competition with different amount of personalgains was used in this study. Cognitive dissonance is a psychological concept related to self-doubt when making decisions. B. In marketing, it is often referred to as buyer's remorse, and relates to the uncertainty customers feel after making a tough purchasing decision. The challenging diagnosis for Cognitive Dissonance and the management of information is needed to be provided. Cognitive dissonance is as an antecedent and a condition that leads to activity oriented towards dissonance reaction like hunger leads to the activity towards hunger-reduction. Individuals can react to dissonance through a variety of cognitive alterations which reinstate consistency. Cognitive dissonance in geotechnical engineering. Design/ Methodology - A survey was conducted among the customers who had bought a financial product recently from any recognized financial institution in India. Cognitive dissonance is a social psychology theory. Cognitive dissonance refers to any incompatibility that an individual might perceive between two or more of his or her attitudes or between his or her behaviour and attitudes. 3. Cognitive dissonance strategies in marketing only work within limits. After making the judgment, cognitive dissonance andmoral development were measured for the participants. Since its introduction to the social psychology literature 60 years ago, Festinger's cognitive dissonance theory (CDT) has been frequently applied to the management literature to explain and predict the motivational nature of dissonance in producing attitude and behavior change in managerial decision making and the broader organizational context. The authors clearly indicate that this dissonance is disquieting, because holding two contradictory ideas is like flirting with absurdity. Because men care more about their partners' physical attractiveness than do women, men and women may
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