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Describe the theory of Cognitive Dissonance.

Describe the theory of Cognitive Dissonance. How is it used in Marketing? Give examples and substantiate your response

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Cognitive dissonance occurs when a person has two or more ideas, emotions or feelings that conflict with each other. We have all had the feeling towards someone in our family --- we love them but they drive us crazy, right? It creates a state of tension and the theory says that we will try to take action to reduce the internal conflict and resolve the conflicting thoughts.

This is important to marketing in two ways - first, during the selection process and then in the post-purchase ...

Solution Summary

Your response is 291 words plus a reference. It defines the concept and then explains two main areas where cognitive dissonance impacts marketing and some examples of how it may impact customers.