Relevance of cognitive dissonance, activation and involvement to branding: An overview
DOI:
https://doi.org/10.24310/espsiescpsi.v4i3.13322Keywords:
Branding, Consumer Behavior, Cognitive Processes, Cognitive DissonanceAbstract
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.
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