12a- In line with marketing and message design literature, explain what "cognitive dissonance" is. Some argue...

12a- In line with marketing and message design literature, explain what "cognitive dissonance" is. Some argue that shopping around is partly to check that you get a good deal. But that in itself is a key component of avoiding post purchase dissonance Do you agree? Discuss

b. What is the difference between an advertising message posted in underground tube(train) and a TV advertising for sofa-man?

Expert Solution

12-a- Cognitive dissonance is a psychological term which means a state of mind when someone holds two or more conflicting attitudes or beliefs. In marketing it means conflicting behavior of a perosn on any product. It also refered as buyer's remorse, and relates to the uncertainty customers feel after making a tough purchasing decision. I don't agree with this concept because people do not shop to avoid post purchase dissonnace. It might be for ssome people or for some product but in most cases though there is cognitive dissonance about a product but post purchase dissonance do not superceede it.

b- The main difference is that advertisment in underground tube will reach to those person only who boarded the train and it will not reach to mass level but advertisement in TV will reach to mass people and reach. In train advertising the target can read in detail about the advertisement because of the state of mind and leisure time of the target.

keosha answered 1 year ago

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