AUDIENCE The success of advertising relies on a compelling message, and when it comes to the fast-paced world of digital, it's all about catching the users' attention in a matter of seconds.
Cognitive Dissonance Definition. Cognitive dissonance occurs when tension arises between a person's attitudes or beliefs and a decision that contradicts those pre-existing modes of thinking. The psychological phenomenon also occurs when a person chooses between two equally attractive or equally unappealing options. According to the Business Dictionary's website, the most common example of cognitive dissonance in the business world is the occurrence of buyer's remorse..
However, on further examination these types of theories have great intuitive appeal in that the theories, particularly cognitive dissonance, address the pervasive human tendency to rationalize. Cognitive dissonance theory is based on three fundamental assumptions (see Figure 1). 1  Humans are sensitive to inconsistencies between actions and beliefs.  According to the theory, we all recognize, at some level, when we are acting in a way that is inconsistent with our beliefs/attitudes/opinions.