Is the Purpose of Advertising to Create Cognitive Dissonance?
Introduction
Advertising deals with people's feelings and emotions. It includes understanding of the psychology of the buyer, his motives, attitudes, as well as the influences on him such as his family and reference groups, social class and culture. In order to increase the advertisements persuasiveness, advertisers use many types of extensions of behavioral sciences to marketing and buying behavior. One such extension is the theory of cognitive dissonance. The purpose of advertising can be to create a cognitive dissonance to generate a favorable response from the buyer toward a product or a concept. The purpose of advertising
The purpose of advertising is simply to sell a product or a service. In social contexts ads have many other applications such as reducing accidents, increasing voting and reducing smoking which must be assessed instead of profit. However people do not automatically buy a product after they are exposed to an ad. First, they have thoughts or feelings about a product, and then they buy it. Advertising and other types of marketing communications directly affect consumer's mental processes. Advertising can be thought of as stimulus that produces a response or an effect. Moreover, the main objective of advertisements is to convince consumers that the alternative offered by the product provides the best chance to attain the goal. The attitude toward the advertisement is defined "as a predisposition to respond in favorable or unfavorable manner to a particular advertising stimulus during a particular exposure occasion ". The range of feelings generated by advertisements is broad and spreads from contentment to repulsion. Those feelings can have a direct impact on brand attitudes. It is really important for advertisers to generate a feeling that will modify the buyer's attitude toward a product. One of the strategies used by advertisers is to create a cognitive dissonance in people's mind.
What is Cognitive Dissonance Theory
Advertising deals with people's feelings and emotions. It includes understanding of the psychology of the buyer, his motives, attitudes, as well as the influences on him such as his family and reference groups, social class and culture. In order to increase the advertisements persuasiveness, advertisers use many types of extensions of behavioral sciences to marketing and buying behavior. One such extension is the theory of cognitive dissonance. The purpose of advertising can be to create a cognitive dissonance to generate a favorable response from the buyer toward a product or a concept. The purpose of advertising
The purpose of advertising is simply to sell a product or a service. In social contexts ads have many other applications such as reducing accidents, increasing voting and reducing smoking which must be assessed instead of profit. However people do not automatically buy a product after they are exposed to an ad. First, they have thoughts or feelings about a product, and then they buy it. Advertising and other types of marketing communications directly affect consumer's mental processes. Advertising can be thought of as stimulus that produces a response or an effect. Moreover, the main objective of advertisements is to convince consumers that the alternative offered by the product provides the best chance to attain the goal. The attitude toward the advertisement is defined "as a predisposition to respond in favorable or unfavorable manner to a particular advertising stimulus during a particular exposure occasion ". The range of feelings generated by advertisements is broad and spreads from contentment to repulsion. Those feelings can have a direct impact on brand attitudes. It is really important for advertisers to generate a feeling that will modify the buyer's attitude toward a product. One of the strategies used by advertisers is to create a cognitive dissonance in people's mind.
What is Cognitive Dissonance Theory