Below is a complete, exam-oriented, deeply explained answer on the Theory of Cognitive Dissonance — suitable for 5, 8, 10, 15, and 20-mark questions, including definition, assumptions, process, marketing implications, examples, and case studies.
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Theory of Cognitive Dissonance
(Propounded by Leon Festinger, 1957)
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1. Meaning / Definition
Cognitive Dissonance refers to the psychological discomfort or mental tension a person feels when they hold two or more conflicting beliefs, attitudes, or behaviours.
Simple definition:
When a person’s thoughts do not match their actions, or two thoughts contradict each other, they feel stress. This stress is known as cognitive dissonance.
Example (Simple):
A customer believes:
“I should save money.”
But buys:
A very expensive phone.
This clash creates mental discomfort → cognitive dissonance.
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2. Assumptions of Cognitive Dissonance Theory
1. Humans need mental consistency
People want their beliefs, attitudes, and actions to match.
2. Inconsistency causes discomfort
Conflicting thoughts create tension.
3. People are motivated to reduce the discomfort
By changing beliefs, attitudes, or behaviour.
4. Stronger conflict → stronger pressure to reduce dissonance.
5. Dissonance is highest when decision is important and irreversible.
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3. Causes of Cognitive Dissonance
1. Post-purchase decisions
Especially when buying expensive items (car, phone, house).
2. Forced compliance
A person behaves in a way they don’t agree with.
3. Conflicting information
New facts contradict previous beliefs.
4. Effort justification
When the effort is greater than the reward.
5. Moral or ethical conflict
Doing something against one’s values.
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4. How People Reduce Cognitive Dissonance
(Exam favourite)
A person reduces dissonance by:
1. Changing Beliefs
Example:
“I think the phone I bought is actually good; that’s why it is costly.”
2. Changing Behaviour
Example:
Returning the product after purchase.
3. Adding New Information
Example:
Reading positive reviews to feel better about the buying decision.
4. Downplaying the Importance
Example:
“Money doesn’t matter, happiness does.”
5. Seeking Social Support
Example:
Asking friends to confirm the product is good.
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5. Cognitive Dissonance in Marketing & Consumer Behaviour
1. Post-Purchase Dissonance
After buying, customers think:
“Did I buy the right product?”
“Could I have gotten a better deal?”
Marketers reduce this by:
warranties,
guarantees,
customer service messages,
after-sales support,
testimonials,
follow-up emails.
2. During Comparison of Brands
Dissonance arises when many similar options exist.
3. In Advertising
Ads may create dissonance to change behaviour: Example:
Anti-smoking ads create dissonance by showing harmful effects.
4. In Brand Switching
Higher dissonance → higher chance of switching brands next time.
5. For High-Involvement Products
Cars, electronics, insurance, education, etc.
These decisions have high dissonance.
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6. Marketing Applications
(Useful for 15–20 mark answers)
1. Reinforcement Advertising
Ads that reassure customer they made the right choice.
2. Social Proof
Using influencers, celebrities, and reviews to reduce dissonance.
3. Clear Comparison
Brands show comparisons to reduce customer confusion.
4. Return Policies
Easy return policies reduce dissonance.
5. After-Sales Communication
Thank-you mails, installation help, usage tips.
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7. Examples
Example 1: iPhone Purchase
A buyer feels dissonance because:
iPhone is expensive.
To reduce it, they think:
“It has better security.”
“It lasts long.”
“Resale value is high.”
Example 2: Insurance Purchase
Customer doubts if they need insurance.
Agent reduces dissonance by showing:
family protection
tax benefits
real-life death claim examples
Example 3: Gym Membership
A person pays high fees but does not attend.
They justify by saying:
“At least I’m trying.”
“Health is important.”
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8. Case Studies
Case Study 1: Maruti Suzuki Car Buyers
Research shows Indian middle-class buyers experience dissonance after buying a car due to:
large financial commitment
many available options
peer pressure
Maruti reduces dissonance through:
extended warranty
free service
thank-you messages
customer relationship managers (CRM)
Result → high customer satisfaction & repeat purchase.
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Case Study 2: Flipkart / Amazon
Consumers doubt online purchases.
E-commerce reduces dissonance through:
free returns
COD
customer reviews
“easy replacement” guarantee
This reduces psychological pressure on buyers.
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9. Criticism of the Theory
1. Dissonance level varies by personality.
2. Hard to measure dissonance scientifically.
3. People sometimes behave irrationally.
4. Not all decisions create dissonance.
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10. Conclusion
Cognitive Dissonance Theory explains how people try to maintain mental consistency.
In marketing, it is crucial because customers often experience post-purchase doubts.
Brands that understand and reduce dissonance build trust, loyalty, and repeat customers.
