The Theory of Cognitive Dissonance and its Application in Marketing

Due to its broad formulation, the sometimes non- obvious predictions and the remarkable applicability to everyday life situation Cognitive Dissonance Theory became one of the most successful concepts in Social Psychology. Academic researchers and scholars of economics as well as political science, but also the general public intensively discussed the concept and made it to a milestone in the understanding of human behaviour. This book offers a concise and topical overview of the Theory of Cognitive Dissonance, related experiments and in particular its application in the context of Marketing. It is helpful for students and scholars interested in an introduction to the concept of cognitive dissonance and the literature covering it. But also marketers working in all kinds of industries and different marketing sub-functions will benefit from this book. The concept of cognitive dissonance can be used to design more persuasive communications, to improve sales management as well as to enhance customer understanding and customer relationship management.