Festinger’s Cognitive Dissonance

2020 ◽  
pp. 0-8:31 minutes
Author(s):  
Caitlin McLaughlin
Keyword(s):  
Cognitive Dissonance ◽  
Consumer Behaviour ◽  
Negative Emotions ◽  
Fundamental Concept ◽  
Fundamental Experiment

This module introduces the fundamental concept of Festinger’s Cognitive Dissonance and discusses its uses in the area of consumer behaviour. Specifically, the module discusses the fundamental experiment that led to the concept of cognitive dissonance before discussing how marketers utilize this understanding in order to reduce negative emotions after consumers purchase our products.

scholarly journals When election expectations fail: Polarized perceptions of election legitimacy increase with accumulating evidence of election outcomes and with polarized media

PLoS ONE ◽  
2021 ◽  
Vol 16 (12) ◽  
pp. e0259473
Author(s):  
Marrissa D. Grant ◽  
Alexandra Flores ◽  
Eric J. Pedersen ◽  
David K. Sherman ◽  
Leaf Van Boven
Keyword(s):  
Cognitive Dissonance ◽  
Positive Emotions ◽  
Negative Emotions ◽  
The United States ◽  
Fox News ◽  
The Media ◽  
Democrats And Republicans ◽  
Dissonance Theory ◽  
Over Time

The present study, conducted immediately after the 2020 presidential election in the United States, examined whether Democrats’ and Republicans’ polarized assessments of election legitimacy increased over time. In a naturalistic survey experiment, people (N = 1,236) were randomly surveyed either during the week following Election Day, with votes cast but the outcome unknown, or during the following week, after President Joseph Biden was widely declared the winner. The design unconfounded the election outcome announcement from the vote itself, allowing more precise testing of predictions derived from cognitive dissonance theory. As predicted, perceived election legitimacy increased among Democrats, from the first to the second week following Election Day, as their expected Biden win was confirmed, whereas perceived election legitimacy decreased among Republicans as their expected President Trump win was disconfirmed. From the first to the second week following Election Day, Republicans reported stronger negative emotions and weaker positive emotions while Democrats reported stronger positive emotions and weaker negative emotions. The polarized perceptions of election legitimacy were correlated with the tendencies to trust and consume polarized media. Consumption of Fox News was associated with lowered perceptions of election legitimacy over time whereas consumption of other outlets was associated with higher perceptions of election legitimacy over time. Discussion centers on the role of the media in the experience of cognitive dissonance and the implications of polarized perceptions of election legitimacy for psychology, political science, and the future of democratic society.

scholarly journals Fogyasztói magatartás vizsgálata egy új típusú turisztikai szolgáltatáson keresztül - Examining consumer behaviour through a new type of tourism service

2021 ◽  
Vol 21 (3) ◽  
pp. 14-23
Author(s):  
Levente Kökény ◽  
László Kökény
Keyword(s):  
Mental Stress ◽  
High Performance ◽  
Consumer Behaviour ◽  
Negative Emotions ◽  
Air Travel ◽  
Limited Extent ◽  
New Type ◽  
Tourism Service ◽  
Level Of Experience

A Covid19-világjárvány miatti szigorú korlátozások új, alternatív programok kialakítására kényszerítették rá az egyes turisztikai szolgáltatásokat. Kutatásunkban azt vizsgáltuk, hogy milyen, a fogyasztókra gyakorolt hatásokat lehet megfigyelni egy újfajta szolgáltatás esetében. Ez a szolgáltatás a „Flight to nowhere” nevet viselte, amely Magyarország határain belüli, utasszállító repülőgéppel történő légi közlekedést jelentett. Kutatásunkban a programon részt vett 130 fő kérdőíves megkérdezésével készítettünk elemzést arra vonatkozóan, hogy a résztvevők milyen élményeket éltek át a fogyasztás során, illetve hogyan értékelték a szolgáltatás teljesítményét és ajánlanák-e a programot. Vizsgáltuk még a Covid19-pandémia okozta bezártsággal kapcsolatos mentális problémák kapcsolódási pontjait is. Az eredmények azt mutatják, hogy a válaszadók jellemzően esztétikai és eszképista jellegű élményeket éltek át. Az élmény átélésének mértéke növelte a szolgáltatás teljesítményének magasabb színvonalú megítélését és a továbbajánlási szándékot. A negatív irányú érzelmek esetében, amelyek az élet folytonosságának érzetét mérték, az eszképizmus jellegű élmények megélése kismértékben enyhíteni tudta a bezártság okozta hátrányokat. Tight restrictions due to the Covid19 pandemic have forced some tourist services to new, alternative programmes. In our research, we examined what effects on consumers can be observed in respect of a new type of service. The service was named ”Flight to nowhere”, which meant air travel within the borders of Hungary. In our research we carried out an analysis of the experiences of the participants during the event by means of a questionnaire (completed by the 130 people who participated in the programme) on their evaluation of the performance of the service and on whether they would recommend the programme. We also examined the effects of the mental stress problems related to confinement caused by the Covid19 pandemic. The results that respondents typically experienced are esthetic and escapist ones. A higher level of experience increased the perception of high performance and the intention to recommend. In the case of negative emotions, which measured the sense of continuity of life, living escapist-type experiences could alleviate the disadvantages caused by confinement only to a limited extent.

Skinner’s Operant Conditioning

2020 ◽  
pp. 0-5:39 minutes
Author(s):  
Caitlin McLaughlin
Keyword(s):  
Operant Conditioning ◽  
Positive Reinforcement ◽  
Consumer Behaviour ◽  
Negative Reinforcement ◽  
Consumer Attitudes ◽  
Fundamental Concept

This module introduces the fundamental concept of Skinner’s Operant Conditioning and discusses its uses in the area of consumer behaviour. Specifically, the module discusses how to utilize positive reinforcement, negative reinforcement, and punishment in the field of marketing to influence consumer attitudes and behaviours.

Buy now before it expires: a study of expiration date-based pricing

2020 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Cherouk Amr Yassin ◽  
Ana Maria Soares
Keyword(s):  
Cognitive Dissonance ◽  
Consumer Behaviour ◽  
Impulse Buying ◽  
Expiration Date ◽  
Content Type ◽  
Perishable Product ◽  
Perishable Goods ◽  
Proposed Model ◽  
Intercept Survey ◽  
Practical Implications

PurposeFood waste and retail losses due to expiration dates are an important problem worldwide. Expiration date-based pricing (EDBP) is a price promotion technique consisting of charging different prices for perishable product approaching expiration date. The authors explore the influence of EDBP on impulse buying (IB) and on cognitive dissonance.Design/methodology/approachA mall intercept survey in Egypt was used to test the proposed model.FindingsThe results show that, while EDBP does not affect IB, it impacts cognitive dissonance. In addition, cognitive IB impacts cognitive dissonance, while affective IB does not.Practical implicationsResults suggest that there is a need to reconsider the effects of EDBP and call for alternative strategies to promote products approaching its expiration date, including strategies based on environmental protection by reducing waste arguments rather than on the sales promotional framework.Originality/valueIn spite of the importance of understanding consumer behaviour with perishable goods, this topic has taken little or no attention in the literature. The results provide useful insights for understanding EDBP.

scholarly journals Realizing the Impact of Cognitive Dissonance in Predicting Consumer Behaviour

2016 ◽  
Vol 12 (1) ◽  
pp. 36-41
Author(s):  
Akhilesh Chandra Pandey ◽  
Mohit Jamwal
Keyword(s):  
Cognitive Dissonance ◽  
Consumer Behaviour ◽  
The Impact

Pavlov’s Classical Conditioning

2020 ◽  
pp. 0-5:14minutes
Author(s):  
Caitlin McLaughlin
Keyword(s):  
Classical Conditioning ◽  
Consumer Behaviour ◽  
Fundamental Concept

This module introduces the fundamental concept of Pavlov’s Classical Conditioning and discusses its uses in the area of consumer behaviour and marketing. Specifically, the module discusses the experiment that began our understanding of classical conditioning before moving to a discussion of its modern-day applications in the field of marketing and consumer behaviour.

scholarly journals Analysing the Cognitive Dissonance Behaviour of a Customer before Buying Products in Retail Stores

2021 ◽  
Vol 11 (4) ◽  
pp. 5595-5608
Author(s):  
Dr. Bhavika R Karkera ◽  
Dr. Vanitha Esaimani
Keyword(s):  
Cognitive Dissonance ◽  
Consumer Behaviour ◽  
Secondary Data ◽  
Primary Data ◽  
Retail Stores ◽  
Buying Behavior ◽  
Customer Base ◽  
Descriptive Research ◽  
Self Worth

Today, Indian retail is seeing unprecedented growth. India's sector has a larger customer base, it is very important for retail businesses to understand consumer behaviour very effectively. In the process of understanding consumer behaviour, it is vital to understand the cognitive dissonance behaviour of a customer before buying to retain the consumer for long term. Cognitive dissonance also can influence the perception and sense of oneself, which leads to poor self-esteem and self-worth. Cognitive dissonance has several consequences because people want to prevent this discomfort. Dissonance may affect people's behaviour, ideas and decisions. This research aims to study cognitive dissonance behaviour of customer before buying products in retail stores. The study used analytical and descriptive research methodology, all primary data was obtained by using structured questionnaires and secondary data collected from various published research papers from ProQuest and EBSCO databases. The study concludes that cognitive dissonance behaviour of a customer has an wider impact on buying behavior of retail customer.

Low Self-Control of Emotions as an Antecedent of Self-Reported Physical Symptoms: A Longitudinal Perspective

2001 ◽  
Vol 6 (1) ◽  
pp. 26-35 ◽  
Author(s):  
Marja Kokkonen ◽  
Lea Pulkkinen ◽  
Taru Kinnunen
Keyword(s):  
Structural Equation ◽  
Negative Emotions ◽  
Physical Symptoms ◽  
Self Control ◽  
Personality Characteristics ◽  
Equation Modeling ◽  
Eysenck Personality Questionnaire ◽  
Positive Direction ◽  
Data Collections ◽  
Low Self Control

The study was part of the Jyväskylä Longitudinal Study of Personality and Social Development, underway since 1968, in which children's low self-control of emotions was studied using teacher ratings at age 8 in terms of inattentiveness, shifting moods, aggression, and anxiety. The study was based on data from 112 women and 112 men who participated in the previous data collections at ages 8, 27, and 36. At age 27, the participants had been assessed in Neuroticism (N) using the Eysenck Personality Questionnaire , and at age 36 they filled in several inventories measuring, among others, conscious and active attempts to repair negative emotions in a more positive direction as well as physical symptoms. The present study used structural equation modeling to test the hypothesis that personality characteristics indicating low self-control of emotions at ages 8 and 27 are antecedents of self-reported physical symptoms at age 36; and that this relationship is indirect, mediated by attempts to repair negative emotions in a more positive direction. The findings showed, albeit for men only, that inattentiveness at age 8 was positively related to self-reported physical symptoms at age 36 via high N at age 27 and low attempts to repair negative emotions at age 36. Additionally, N at age 27 was directly linked to self-reported physical symptoms at age 36. The mediation of an active attempt to repair negative emotions was not found for women. Correlations revealed, however, that shifting moods and aggression in girls were antecedents of self-reported physical symptoms in adulthood, particularly, pain and fatigue.

Towards a Validation of Multiple Features in the Assessment of Emotions

1998 ◽  
Vol 14 (3) ◽  
pp. 202-210 ◽  
Author(s):  
Suzanne Skiffington ◽  
Ephrem Fernandez ◽  
Ken McFarland
Keyword(s):  
Factor Analysis ◽  
Pilot Study ◽  
Cognitive Appraisal ◽  
Negative Emotions ◽  
The Self ◽  
Factor Analyses ◽  
Data Set ◽  
Multiple Features ◽  
Action Tendency ◽  
Intensity Range

This study extends previous attempts to assess emotion with single adjective descriptors, by examining semantic as well as cognitive, motivational, and intensity features of emotions. The focus was on seven negative emotions common to several emotion typologies: anger, fear, sadness, shame, pity, jealousy, and contempt. For each of these emotions, seven items were generated corresponding to cognitive appraisal about the self, cognitive appraisal about the environment, action tendency, action fantasy, synonym, antonym, and intensity range of the emotion, respectively. A pilot study established that 48 of the 49 items were linked predominantly to the specific emotions as predicted. The main data set comprising 700 subjects' ratings of relatedness between items and emotions was subjected to a series of factor analyses, which revealed that 44 of the 49 items loaded on the emotion constructs as predicted. A final factor analysis of these items uncovered seven factors accounting for 39% of the variance. These emergent factors corresponded to the hypothesized emotion constructs, with the exception of anger and fear, which were somewhat confounded. These findings lay the groundwork for the construction of an instrument to assess emotions multicomponentially.

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