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Cognitive Dissonance

You've been asked by the Marketing Department to give them feedback from your customer service area about customer complaints and issues concerning their new product-an "All-In-One" coffee maker, toaster oven, and microwave.
Although your department has collected specific information concerning likes and dislikes of customers (as called in on your customer service toll-free number), you recognize that many of these calls could be reduced in time-or eliminated-if you helped the Marketing Department understand the concept called "Cognitive Dissonance."

You've been asked to provide this feedback as a two to three page article for their departmental weekly update, and you busily begin this project. In your article for the Marketing Department, be sure to include the following information:

In one paragraph, provide an overview of what you've been asked to do.
Next, define the term "Cognitive Dissonance" and explain how it relates to customer purchases. (In business, cognitive dissonance is often referred to as "Buyer's Remorse.")
Provide two or three customer examples of how Cognitive Dissonance affects customers and the types of reactions they have to your product.
Finally, suggest some changes that can be made to the marketing materials to help reduce this effect on your customers and create and maintain long-term customer loyalty.

Solution Preview

I have asked to provide suggestions and feedback with respect to the handling of customer complaints and provision of customer service. This is necessary to find out and eliminate weakensses, errors and mistakes and remove the bottlenecks which will, in turn, provide quality customer service and improve total customer satisfaction. The need for such analysis and feedback is of utmost importance to organizations in today's competitive world to provide total customer satisfaction and enhance the value proposition of the company's products and services.

Cognitive dissonance:
Cognitive dissonance is a state of opposition between cognitions. Cognitive dissonance is a perceived inconsistency between two cognitions in which the person believes one thing but then acts in a different way from what they believed. For the purpose of cognitive dissonance theory, cognitions are defined as being on any element of knowledge attitude, emotion, belief or value, as well as a goal, plan, or an interest. In brief, the theory of cognitive dissonance holds that contradicting cognitions serve as a driving force that compels the human mind to acquire or invent new thoughts or beliefs, or to modify existing beliefs, so as to minimize the amount of dissonance (conflict) between cognitions.
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Solution Summary

Cognitive Dissonance