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.
