From the Media Professor’s Dictionary
Definition: Simply put this term is a reference to a perceived difference in understanding that a person may feel contradictory to common belief.
Example: If Sally buys a pair of shoes on impulse and then later realizes that her favorite celebrity wouldn’t be caught dead in them, she may not carry the same brand or product loyalty the next time she purchases. Her thoughts that popular perception differs from her decision is an example of cognitive dissonance.
What Can Marketers Do? If people are disconnected from a brand experience when they are making a purchase, they may feel unsupported in the post-purchase stage of consuming. One way to give a socially active person a sense of brand pride and loyalty is to give them a chance to support you on their Facebook profile. Studies have shown that simply having a product/brand logo associated with a user’s social experience online not only stimulates brand advocacy but also combats buyers remorse. A very simple, yet sticky Facebook app could help a sales cycle from top to bottom.April 9, 2010 10:12 am Advertising, Media, Social Media