Is the Purpose of Advertising to Create Cognitive Dissonance

Introduction Advertising deals with peoples feelings and emotions. It includes understanding of the psychology of the buyer, his motives, attitudes, as well as the influences on him such as his family and reference groups, social class and culture. In order to increase the advertisements persuasiveness, advertisers use many types of extensions of behavioral sciences to marketing and buying behavior. One such extension is the theory of cognitive dissonance. The purpose of advertising can be to create a cognitive dissonance to generate a favorable response from the buyer toward a product or a concept. The purpose of advertising The purpose of advertising is simply to sell a product or a service. In social contexts ads have many other†¦show more content†¦One of the applications of the theory of cognitive dissonance is the fear appeal. Despite the controversy on the subject, fear is an effective advertising appeal often used in marketing communications (15 per cent of all television ads) because consumers seem to remember ads which use fear appeals better than they remember ads using no emotional appeal. Advertisers thought a few years ago that the more the fear was important; the more the desire to fight this fear was important, which led them to the conclusion that the effectiveness of the advertising message was proportional to the level of fear aroused. But some researchers have found that strong fear appeals tend to be less effective than moderate messages. Apparently, the relation between the fear and the effectiveness of the advertisement resembles an inverted U-shaped curve. If the level of fear is too important, it can provoke in the consumer mind a defense mechanism. This process can lead to avoid the advertising message, to deny the threat, or to choose or distort the message. Consumers attitude toward an ad are important to advertisers because people who dislike an ad are likely to resist its effort to increase the favorability of their attitudes toward the product itself. If the consumer thinks a specific advertising practice is unethical or immoral, a number of unwanted outcomes can appeared in the consumers mind, ranging from consumer indifference toward the advertising productShow MoreRelatedIs the Purpose of Advertising to Create Cognitive Dissonance1972 Words   |  8 PagesAdvertising deals with peoples feelings and emotions. It includes understanding of the psychology of the buyer, his motives, attitudes, as well as the influences on him such as his family and reference groups, social class and culture. In order to increase the advertisements persuasivenes s, advertisers use many types of extensions of behavioural sciences to marketing and buying behaviour. One such extension is the theory of cognitive dissonance. 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The purpose of advertising can be to create a cognitive dissonance to generate a favourable response from the buyer toward a product or a concept. First of all, I will talk about the purpose of advertising and its mechanism and I will look at how it can be related to the theory of cognitive†¦show more content†¦Advertising uses many different types of appeal and a number of media to achieve a variety of goals. One of the applications of the theory of cognitive dissonance is the fear appeal. Despite the controversy on the subject, fea r is an effective advertising appeal often used in marketing communications (15 per cent of all television ads ) because consumers seem to better remember ads, which use fear appeals than those using no emotional appeal. Advertisers thought a few years ago that the more the fear was important; the more the desire to fight this fear was important, which led them to the conclusion that the effectiveness of the advertising message was proportional to the level of fear aroused. But some researchers have found that strong fear appeals tend to be less effective than moderate messages. Apparently, the relation between the fear and the effectiveness of the advertisement resembles an inverted U-shaped curve. If the level of fear is too important, it can provoke in the consumer mind a defence mechanism. This process can lead to avoid the advertising message, to deny the threat, to choose or distort the message, to consider the proposed solution without the danger of reaching the consistency between their beliefs. Consumers attitude toward an ad are important to advertisers because people who dislike an ad are likely to resist its effort to increase the favorability of their attitudes toward the product itself. If the consumer thinks a specificShow MoreRelatedIs the Purpose of Advertising to Create Cognitive Dissonance?1765 Words   |  8 PagesIntroduction Advertising deals with peoples feelings and emotions. It includes understanding of the psychology of the buyer, his motives, attitudes, as well as the influences on him such as his family and reference groups, social class and culture. In order to increase the advertisements persuasiveness, advertisers use many types of extensions of behavioral sciences to marketing and buying behavior. One such extension is the theory of cognitive dissonance. The purpose of advertising can be to create a cognitiveRead MoreThe Case Household Appliance And Perfumes1336 Words   |  6 Pagesbuy evaluating of alternatives consumer engaged in extended problem solving may carefully evaluate several brands. Information sources can be roughly broken down into two kinds: Internal sources and External sources. 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Whether you realized it or not the minute you pressed the power button or flipped the cover page you were exposed to some sort of advertisement. Defined as any paid form of communication by an identified sponsor, advertising dominates a huge part of our daily lives. Living in such a consumer driven economy means that we deal with subliminal and up front messages pushing us to â€Å" buy, buy, buy†, countless times throughout our day. Most of these messages are sent by identifiedRead MoreSales Promotion1365 Words   |  6 Pagesappropriate examples. (page 71) 20. How can a marketer for a chain of health clubs use the VALS segmentation profiles to develop an advertising campaign? Which segments should be targeted? How should the health club be positioned to each of these segments? (Answer should be based on VALS model page no. 66) Unit II 21. Discuss the statement â€Å"marketers don’t create needs; needs preexist marketers.† Can marketing efforts change consumers’ needs? Why or why not? 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Beliefs can be gained from past experienceRead MorePsychological Factors Affecting Consumers’ Purchasing-Decisions of Eco-Labelled Products5124 Words   |  21 PagesThà ¸gersen (2000) – Psychological determinants of paying attention to eco-labels in purchase decisions!......................................................................................................................................!3! 2.2 Cognitive dissonance and Attitudes!..................................................................................................!4! 2.3 New model and Research Question!......................................................................................Read MoreNature of Individual Differences Found in Organizations3465 Words   |  14 Pagesdifferences found in organizations The recognition of individual differences is central to any discussion of organizational behavior. 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