As the cashier swipes my debit card a pang of guilt washes over me. I am engulfed by fear, my anxiety levels increasing as I sign my name on the receipt. Did I really just spend that much money on those clothes? They're nice, but are they that nice? There are so many other things I could have spent that money on; I've got that Paris summer semester to save for!
Cognitive Dissonance, in marketing terminology, is most simply defined as the post-purchase anxiety consumers may experience after purchasing a product or service. For me, the definition is much simpler: cognitive dissonance = the reason I dread shopping! I find it amazing how easy it is to pick up a product, get excited to own it, then experience buyer's remorse upon painstakingly handing over hard earned money for the product. Unfortunately, cognitive dissonance doesn't just affect me, it is a part of the human psyche that affects innumerable consumers around the globe. What I find even more fascinating than the regret many experience post-purchase is the process consumers go through to justify purchases so they can move on from undesired feelings of remorse/cognitive dissonance.
It has been found that many consumers, after experiencing cognitive dissonance, often try to "...applaud themselves for making the right choice...[they] may seek information to confirm [their] choice by asking friends questions like, 'Don't you like my new ______?' or by reading ads the [product/brand] you chose..." (Hartley, Kerin, Rudelius, 116). I have certainly done this. I have countless memories of seeking the approval of my reference group (close family/friends who help influence your purchasing decisions) post-purchase. Whether it be sending my sister Snap Chats of the new shoes I bought, or seeking out other owners of the new Samsung Galaxy phone I purchased to hear how happy they are with the product, I'm as guilty as any of seeking external validation for shopping splurges. I think that cognitive dissonance says a lot about the human species. As independent as some people may seem (or want to be), there is always that innate need/dependence on the opinions of others, even for the simplest things in life such as shopping.
How can marketers combat cognitive dissonance? In my opinion, the best way to tackle the challenge of dispelling cognitive dissonance, or preventing it all together, lies in effective marketing strategies. I believe that ads that feature many people using and enjoying products/services may fulfill that subconscious/inner need of consumers to know that others approve of the product or service. I think that having positive word of mouth (buzz) marketing is also highly effective in suppressing cognitive dissonance among buyers. One last, and at least in my experience, highly effective tactic is to first target opinion leaders such as celebrities and well known CEOs, and have them use/ speak positively of a product or service in order to gain a great reputation and little uncertainty in the minds of consumers.
Cognitive dissonance will always prove to be a hurdle for marketers and consumers alike, however, with effective promotion via reference groups, and the approval/ positive reinforcement of friends and family, both producers and consumers may reduce post-purchase anxiety and feelings of regret.
Kerin, Roger, Steven Hartley, and William Rudelius. Marketing. 12th ed. New York: McGraw-Hill, 2015. Print.
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