Q. What Is Cognitive Dissonance?

Cognative dissonance:

• Premise that people have a requirement for consistency and order in their lives and that a state of tension and conflict is created when beliefs or behaviours conflict with one another.
• The conflict may be determined through cognitive dissonance reduction where people are motivated to reduce this inconsistency and eliminate the unpleasant tension.

Motivational conflicts:

• Positively valued goals - consumers are enthused to approach the goal and will seek out products that will be instrumental in attaining it.
• Avoiding negative goals - consumers are enthused to avoid a negative outcome structuring their purchases or consumption activities.