Is the Purpose of Advertising to Create Cognitive DissonanceEssay title: Is the Purpose of Advertising to Create Cognitive DissonanceAdvertising deals with peoples 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 behavioural sciences to marketing and buying behaviour. One such extension is the theory of cognitive dissonance. The purpose of advertising can be to create a cognitive dissonance to generate a favourable response from the buyer toward a product or a concept.
A cognitive dissonance theory was born as the study of the human mind. It is an idea that attempts to explain some of phenomena that are related to our tendency to confuse, the differences that make it attractive and the differences that make it undesirable. It was thought that the more complex a situation, the more intense, emotionally charged would be the mood. This process can not only create feelings of alienation, but creates a distorted perception of the mind. When there is a feeling of being lost, that is called self-cancelling and in order to recover, you need to change your behaviour to the point where people feel the same way, so that the negative impact of the change is visible. It was also said that there was a fundamental difference between people who feel good and people who feel bad. The purpose of the cognitive dissonance theory was to develop more concrete and concrete examples of how this could be done, and how to respond to real-life situations.
The aim of the cognitive dissonance theory was to develop a concrete and concrete example. For example, by using our awareness, awareness comes to us and tells us (to use our senses, be it through our eyes or any other means) the reason or state that makes us want to go that particular destination, the other person or situation they are going on to. This self-cancelling experience is referred to as being in conflict with ourselves, so it takes a different approach than the previous cognitive dissonance theory. But this is actually a good guide.
The purpose of Cognitive Dissonance can be described as being about having empathy for the human species. With the right attitude and the right cognitive dissonance approach, we can then develop an understanding of the human mind and how this human mind can respond to specific things and also to other things. Understanding the human mind and how this mind can respond to different events, events can be developed. The first step towards understanding cognitive dissonance is to ask what it is that makes people go where they are going. This makes it very difficult to convince other people who are not aware of how to respond to them. For example, if you are talking to your child, they might be thinking that they have a problem, and in fact ask you to help them. The more you do this, the more people realize that you are actually communicating with them, and that you are doing something about it. In this case it might be that they want to go to school and you are already playing by your own rules when they are trying to get away together. For these reasons, cognitive dissonance theory is a very popular method of increasing the understanding of the mind of the consumer.
This Cognitive Dissonance Theory of the Mind
There is a lot of cognitive dissonance theories out there which you can start out with. It is usually based on science based theory, or science with a scientific method. The aim of Cognitive Dissonance theory
A cognitive dissonance theory was born as the study of the human mind. It is an idea that attempts to explain some of phenomena that are related to our tendency to confuse, the differences that make it attractive and the differences that make it undesirable. It was thought that the more complex a situation, the more intense, emotionally charged would be the mood. This process can not only create feelings of alienation, but creates a distorted perception of the mind. When there is a feeling of being lost, that is called self-cancelling and in order to recover, you need to change your behaviour to the point where people feel the same way, so that the negative impact of the change is visible. It was also said that there was a fundamental difference between people who feel good and people who feel bad. The purpose of the cognitive dissonance theory was to develop more concrete and concrete examples of how this could be done, and how to respond to real-life situations.
The aim of the cognitive dissonance theory was to develop a concrete and concrete example. For example, by using our awareness, awareness comes to us and tells us (to use our senses, be it through our eyes or any other means) the reason or state that makes us want to go that particular destination, the other person or situation they are going on to. This self-cancelling experience is referred to as being in conflict with ourselves, so it takes a different approach than the previous cognitive dissonance theory. But this is actually a good guide.
The purpose of Cognitive Dissonance can be described as being about having empathy for the human species. With the right attitude and the right cognitive dissonance approach, we can then develop an understanding of the human mind and how this human mind can respond to specific things and also to other things. Understanding the human mind and how this mind can respond to different events, events can be developed. The first step towards understanding cognitive dissonance is to ask what it is that makes people go where they are going. This makes it very difficult to convince other people who are not aware of how to respond to them. For example, if you are talking to your child, they might be thinking that they have a problem, and in fact ask you to help them. The more you do this, the more people realize that you are actually communicating with them, and that you are doing something about it. In this case it might be that they want to go to school and you are already playing by your own rules when they are trying to get away together. For these reasons, cognitive dissonance theory is a very popular method of increasing the understanding of the mind of the consumer.
This Cognitive Dissonance Theory of the Mind
There is a lot of cognitive dissonance theories out there which you can start out with. It is usually based on science based theory, or science with a scientific method. The aim of Cognitive Dissonance theory
First of all, I will talk about the purpose of advertising and its mechanism and I will look at how it can be related to the theory of cognitive dissonance. In addition to that, I will examine the effects of fear appeals on consumers, which are a direct application of the theory of cognitive dissonance. I will try to provide concrete examples of fear appeals and I will take into consideration the ethical aspect of fear appeals. In last part, I will give some examples, where advertisements are used to reduce the cognitive dissonance.
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 consumers 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 favourable or unfavourable 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 buyers attitude toward a product. One of the strategies used by advertisers is to create a cognitive dissonance in peoples mind.
Leon Festinger elaborated the theory of cognitive dissonance in 1957. His ideas were tested intensively in the 1960s and 1970s and this led to modifications in both the form of the theory and in its perception. The theory states that in a point in time, there exist several bits of relevant cognitions which may not be consistent with one another. Dissonance produces a psychological discomfort. This condition led people to change their thoughts, feelings or actions in order to reach a state of В‘consonance or harmony. Dissonance could arise from logical inconsistency, from cultural mores, because of past experiences and because of one specific opinion, sometimes included by definition, in a more general opinion. Another facet of the theory is that a person, after a purchase decision, seems to be under pressure by the fact of his or her choice and looks for more information concerning the reserved option.
Two factors mainly affect the strength of the dissonance: the number of dissonant beliefs, and the importance attached to each belief. According to the theory, there are three ways to eliminate the dissonance. The first one consists in reducing the importance of the dissonant beliefs, the second one in adding more consonant beliefs that outweigh the dissonant beliefs and the last one in changing beliefs so that they are no longer inconsistent. The last option seems to be the most interesting for advertisers, because it gives them the opportunity to make a change in peoples beliefs by creating a dissonance. This change could result in a modification of their attitudes and trigger a purchase decision, which is exactly the purpose of advertising.
Advertising uses many different types of appeal and a number of media to achieve a variety of goals. One of the applications of the theory of cognitive dissonance is the fear appeal. Despite the controversy on the subject, fear is an effective advertising appeal often used in marketing communications (15 per cent of all television ads ) because consumers seem to better remember ads, which use fear appeals than those using no emotional appeal.
Advertisers thought a few years ago that the more the fear was important; the more the desire to fight this fear was important, which led them to the conclusion that the effectiveness of the advertising message was proportional to the level of fear aroused. But some researchers have found that strong fear appeals