BİLİŞSEL ÇELİŞKİ TEORİSİ ve PAZARLAMADA KULLANILMA ALANI

Authors : Yavuz ODABAŞI

Pages : 201-210

View : 17 | Download : 12

Publication Date : 1983-01-02

Article Type : Research Paper

Abstract :For the individııals psychological comfort, consistency in his behavior is essential. When inconsistencies in behavior are experienced, each individual strives toward ccpsistencies among his opinions, attitudes, and values. Since the existence of dis-sonance will be a motivating factor, the person will try to re-duce the psychologically uncomfortable State through several methods. The theory of cognitive dissonance has been applied to post-decision inconsistency situation in marketing. After- making a buying decision, if consumers experienco dissonance. they will be motivated and will attempt to reduce the post-purchase cognitive dissonance through psychological mechanism. Thus, the dissonance theory has captured the interest of marketers for a bettor undorstanding of consumer behavior.
Keywords : bilişsel çelişki teorisi, işletme