Wikipedia describes cognitive dissonance as a psychological concept that explains the mental disturbance people feel when their beliefs and actions are inconsistent and contradictory.
Founded by American psychologist Moel Festinger in the 1950s, the theory describes how people align themselves to reduce these contradictions. In the context of marketing and sales, cognitive dissonance can arise when a customer encounters conflicting thoughts or feelings before or after making a purchase.
This theory is also relevant in the context of marketing, politics, education, and many other areas to mitigate or leverage cognitive dissonance that can influence the behaviour and attitude of individuals or groups. For future marketers, understanding and leveraging cognitive dissonance can lead to more effective marketing strategies and better customer relationships.
In the current business landscape, cognitive dissonance plays a notably significant role in sales and marketing. The discomfort and tension experienced by customers due to this psychological phenomenon are applicable in marketing and sales, delving into the core of consumer behaviour and buyer decision-making.
Cognitive dissonance can affect consumer behaviour and purchasing decisions in two different stages: pre-purchase dissonance and post-purchase dissonance. Pre-purchase dissonance, a relatively new trend due to technology-driven information flow, occurs when the buyer confronts conflicting information on two or more products in terms of features, prices, appearances, and short-term and long-term benefits.
This can easily create pre-purchase dissonance that can lead to confusion between the choices and alternatives available. With the confusing clutter of marketing messages that are available at their fingertips, the buyer can be easily lured into an indecisive state of mind.
Realistic expectations
Companies adopt various strategies to eliminate pre-purchase dissonance. While concentrating on competition, successful companies set realistic expectations for prospective customers by presenting an unbiased description of the products and services they market. By being genuine and transparent, they reduce pre-purchase dissonance and influence customers to make purchases. They are aware that exaggeration of values or benefits can damage relationships and result in a loss of sales.
During the past several decades, post-purchase dissonance has been a very important aspect of influencing consumer behaviour. This is an extremely common phenomenon throughout the world where customers run into a dilemma about whether they have made the best and most appropriate decision after purchasing a product.
This troubled feeling is common to any purchase, but more intense in high-involvement purchases such as electronics, vehicles, and other luxury goods. This can lead to remorse, negative reviews, or even product returns. Hence, marketers must formulate strategies to reassure and convince customers that the purchase they make is the best choice they have made.
The strategies companies formulate to reduce cognitive dissonance include aligning marketing communication with values, offering transparent information consistently, creating product and organisational loyalty, offering social proof, providing the best post-purchase support, and so forth.
For example, creating persuasive but factual marketing messages aligned with customers’ existing opinions can reduce cognitive dissonance. Therefore, marketers should generate messages that resonate with the core values and beliefs of their target audience.
By aligning their products with the values that matter most, marketers can reduce pre-purchase dissonance and increase the likelihood of a purchase. By lining up marketing messages with customers’ true beliefs, organisations can enhance the effectiveness of their efforts to eliminate pre-purchase dissonances that can help the buying decision.
Honest communication
Marketers are supposed to offer consistent and transparent information about the products or services they market in theory and practice. When customers accept the information as genuine, customers may feel happy about their purchases. Clear and honest communication not only builds trust but also helps customers make informed decisions that can reduce possible post-purchase regrets.
Social proof, such as customer reviews and testimonials, is one of the most effective ingredients to mitigate post-purchase dissonance. They can also play a significant role during the pre-purchase period when customers are searching for purchase options. Highlighting positive experiences from other customers can reassure potential buyers and alleviate their concerns.
The sustainability of the buying decision must be maintained through regular updates and ideas on social media to reinforce customer perspectives and convince them that they have made the correct buying decision. Testimonials and reviews from satisfied subscribers serve as social proof and motivate new consumers to take the same path.
Addressing post-purchase dissonance is not an easy task for any organisation, as there are always dissatisfied customers, no matter how good the product is or how efficient the customer service is. Therefore, minimising the gap between expectations and the actual delivery that reduces dissatisfaction is crucial.
Hence, to minimise the gravity of unexpected customer remorse, it is crucial for marketers and sellers to respond to negative feedback promptly and effectively. The intention is to turn a potentially dissonant experience into a positive one.By addressing consumer concerns and providing solutions, marketers can demonstrate their commitment to customer satisfaction and reduce post-purchase dissonance.
By responding to negative feedback promptly, the sales team can satisfy the customers, who will be more likely to make future purchases and to recommend the business to others. By addressing consumer concerns and providing solutions, marketers can demonstrate their commitment to customer satisfaction and reduce post-purchase dissonance.
Loyalty programs
Post-purchase customer service is an area most companies concentrate on heavily throughout the world. Today, organisations set up multiple channels, such as live chats, post-purchase feedback, and various other methods for customers to reach out promptly about a grievance. A responsive customer support team can help resolve issues and alleviate post-purchase dissonance, creating a positive customer experience.
Companies deploy loyalty programs and incentives to address cognitive dissonance, as they always give something positive to look forward to. The relationship, even when they are not happy, continues to offer a second chance to the seller. For example, a sizeable discount on the next purchase gives the customer a sense of continuity that can create a feeling of belonging.
Rewarding customers for their loyalty can strengthen the bond between the buyer and the seller. This can build trust, increase trust, and effectively reduce dissonance. Exclusive offers, discounts, and personalised recommendations can make consumers feel valued and satisfied with their choices. Loyalty programs are psychological devices that enable customers to feel that the brand cares about them.
Cognitive dissonance is an important psychological phenomenon that can substantially stimulate consumer perspectives and decision-making during the pre and post-purchase stages of a buying cycle. By understanding the depth of the theory and aligning the approach, businesses can reduce the gap between customer expectations and their experience, leading to an increased customer experience.
For future marketers, understanding and leveraging cognitive dissonance can lead to more effective marketing strategies, stronger brand loyalty, and better customer relationships. By aligning marketing messages with consumer values, providing consistent and transparent information, and addressing feedback proactively, marketers can reduce cognitive dissonance and create positive, lasting impressions that lead to success.
