Open AccessRelevance of cognitive dissonance, activation and involvement to branding: An overview
Author(s) -
Arti Sahgal,
Achim Elfering
Publication year - 2011
Publication title -
escritos de psicología
Language(s) - English
Resource type - Journals
eISSN - 1989-3809
pISSN - 1138-2635
DOI - 10.24310/espsiescpsi.v4i3.13322
Subject(s) - cognitive dissonance , perspective (graphical) , cognition , psychology , relevance (law) , consumer behaviour , set (abstract data type) , social psychology , advertising , business , political science , neuroscience , artificial intelligence , computer science , law , programming language
This study examines consumer behavior from the perspective of cognitive psychology. It focuses on a set of cognitive psychological determinants of buyer behavior and analyzes how cognitive dissonance, activation and involvement influence consumer behavior. The literature indicates that a deeper insight into the cognitive processes underlying purchase behavior is essential for brand managers to create and communicate interventions that may have a stronger impact on the buyer such that their brand occupies a special position in the consumer’s mind. Up to now, the conflict between presenting a brand in a both favorable light and completely accurately has been rarely addressed in the literature.