Lecture 10 – Patterns of consumer behaviour
a) Cognitive Dissonance theory
Cognitive Dissonance theory (Leon Festinger, 1957) – Assumes that people have an overarching need
for cognitive consistency and balance (absence of balance)
Dissonance is psychologically uncomfortable (and physiologically and neurologically,
arousing)
o Degree of arousal – Attention is best when you are stimulated to a medium degree
o Aroused – psychological word for meaning ‘to be switched on’ (elaborating, thinking
more deeply, system 2 is turned on, information goes through the attention gate
and ends up in our long-term memory)
Balance theory of attitude (ABC model)
Occurs when an individual
o Holds two inconsistent thoughts
o Makes a decision that rules out a desired alternative
o Expends effort to participate in what turns out to be a less than ideal activity
o Is unable to find a sufficient psychological justification for an attitude or behaviour
they adopt
o Sets in motion after the behaviour propelling the person to rationalise the choice
o Magnitude depends on several factors (e.g., number of dissonant elements and
importance of the issue)
o People are motivated to reduce dissonance (including changing attitudes)
o Dissonance arousal leads to attitude change when the individual has freely decided
to perform the behaviour
o People might not always succeed in alleviating dissonance
o Cognitive dissonance always happens after the purchase decision has been made
(consequence)
Occurs when we participate in a less ideal activity
Occurs when we are unable to find sufficient psychological justification
Dissonance – A negative, unpleasant state that occurs whenever a person holds two cognitions that
are psychologically inconsistent (Aronson, 1968)
Dissonance and decision making
Dissonance is experienced after the decision
o Important
o Personally consequential
o Least amendable to change decisions leads to higher dissonance
Coping with dissonance
Change your attitude
Add consonant cognitions (looking at other pleasant factors)
Derogate the unchosen alternative (alternative would be even worse)
Alter importance of cognitive elements (‘I’m getting through this’)
Suppress thoughts (ignoring it)
Communicate (find some aspects in a conversation to persuade yourself it’s not that bad)
a) Cognitive Dissonance theory
Cognitive Dissonance theory (Leon Festinger, 1957) – Assumes that people have an overarching need
for cognitive consistency and balance (absence of balance)
Dissonance is psychologically uncomfortable (and physiologically and neurologically,
arousing)
o Degree of arousal – Attention is best when you are stimulated to a medium degree
o Aroused – psychological word for meaning ‘to be switched on’ (elaborating, thinking
more deeply, system 2 is turned on, information goes through the attention gate
and ends up in our long-term memory)
Balance theory of attitude (ABC model)
Occurs when an individual
o Holds two inconsistent thoughts
o Makes a decision that rules out a desired alternative
o Expends effort to participate in what turns out to be a less than ideal activity
o Is unable to find a sufficient psychological justification for an attitude or behaviour
they adopt
o Sets in motion after the behaviour propelling the person to rationalise the choice
o Magnitude depends on several factors (e.g., number of dissonant elements and
importance of the issue)
o People are motivated to reduce dissonance (including changing attitudes)
o Dissonance arousal leads to attitude change when the individual has freely decided
to perform the behaviour
o People might not always succeed in alleviating dissonance
o Cognitive dissonance always happens after the purchase decision has been made
(consequence)
Occurs when we participate in a less ideal activity
Occurs when we are unable to find sufficient psychological justification
Dissonance – A negative, unpleasant state that occurs whenever a person holds two cognitions that
are psychologically inconsistent (Aronson, 1968)
Dissonance and decision making
Dissonance is experienced after the decision
o Important
o Personally consequential
o Least amendable to change decisions leads to higher dissonance
Coping with dissonance
Change your attitude
Add consonant cognitions (looking at other pleasant factors)
Derogate the unchosen alternative (alternative would be even worse)
Alter importance of cognitive elements (‘I’m getting through this’)
Suppress thoughts (ignoring it)
Communicate (find some aspects in a conversation to persuade yourself it’s not that bad)
