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..
Cognitive Dissonance Theory. Proposed by Festinger, the cognitive dissonance theory asserts that people often have two conflicting or inconsistent cognitions which produce a state of tension or discomfort (also known as dissonance). People are then motivated to reduce the dissonance, often in the easiest manner possible.