The Use of Cognitive Dissonance in Marketing (928 words, 4 pages)
Cognitive dissonance is the feeling of discomfort that comes from two conflicting beliefs (Aronson, Blanton, Cooper, 1995). For example, someone who is aware of the negative environmental impact of their vehicle and deeply cares about the environment, but still chooses to drive a larger, fancier vehicle for style versus the ...
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