Understanding Cognitive Dissonance and Its Impact on Attitudes and Behavior
Cognitive dissonance is a phenomenon largely studied not only in the field of psychology but in marketing and business operations as well. According to the cognitive dissonance hypothesis, when a person’s action conflicts with their opinions and feelings, an underlying emotional tension occurs (Vaidis & Bran, 2019).
A person is thus motivated to adjust their attitude in order to achieve consistency between their beliefs and behaviors as a result of this internal conflict (Vaidis & Bran, 2019). As a result, cognitive dissonance plays an immense role in behavior change since when people feel a condition of mental distress as their thoughts and feelings become inconsistent, this prompts them to change their behaviors or actions (Vaidis & Bran, 2019). The influence of external incentives can demonstrate a shift in behavior. For instance, the influence of another person can play a significant role in changing behavior.
Applying Cognitive Dissonance Theory in Sales: Enhancing Customer Satisfaction
In terms of sales, different methods can be used to lessen cognitive dissonance. For instance, a salesman can diminish the significance of the opposing belief. In order to make the contradictory belief compatible with other ideas or behaviors, a salesman can modify it (Acharya et al., 2018). Often, people can make irrational purchases and then consider returning different goods due to cognitive dissonance and the product being incompatible with their interests or beliefs. A car salesman can utilize their understanding of cognitive dissonance to create techniques to make sure that they keeps in touch with the customer who bought a car.
As mentioned, external factors can change a person’s behavior and thoughts. A salesman’s reassurance in messages or phone calls to the customer might prevent them from reconsidering their decision. If a salesman reassures the customer that the car was a good purchase and congratulates them, cognitive dissonance will lessen.
References
Acharya, A., Blackwell, M., & Sen, M. (2018). Explaining preferences from behavior: A cognitive dissonance approach. The Journal of Politics, 80(2), 400–411. Web.
Vaidis, D. C., & Bran, A. (2019). Respectable challenges to respectable theory: Cognitive dissonance theory requires conceptualization clarification and operational tools. Frontiers in Psychology, 10, 1189. Web.