Cognitive Dissonance refers to the mental conflict that arises when there is a clash between the beliefs and behaviour of a person. Cognitive Dissonance is a psychological theory that explains situations involving conflicting attitudes. Effects of Cognitive Dissonance 1. Cognitive Dissonance has a direct impact on behaviour, thoughts, decisions, attitude, belief and thoughts and this leads to unease and discomfort. 2. People often feel anxious, guilty and ashamed after a purchase. They will try to keep their beliefs secret, justify actions, avoid related conversations and ignore information that will contradict their attitude. Examples 1. Meat paradox 2. Lying especially when you project yourself as an honest individual 3. Hypocrisy 4. Acting because of peer pressure or FOMO Causes of Cognitive Dissonance 1. Faced with two similar options and having to decide in favour of one 2. New information that makes the purchase look like an unnecessary buy 3. When a person is forced to comply for example peer pressure or social obligation How is Cognitive Dissonance Resolved? 1. Altering or getting rid of current beliefs, attitude and behaviour which are causing Cognitive Dissonance. 2. Learning new beliefs that will help to overcome existing ones that are the cause of Cognitive Dissonance. 3. Removing the focus from current beliefs and attitudes and taking a conscious decision of taking a step back. Cognitive Dissonance in Advertising Cognitive Dissonance is considered an effective tool in advertising. The marketers use it to show the ideal version to the viewers so that they are forced to make a purchase. Example 1. A handsome man with a perfect set of teeth in a toothpaste commercial. This video is on Cognitive Dissonance and it has the following sub-topics. Time Stamps 0:00 Introduction 00:20 Definition of Cognitive Dissonance 01:27 What is Cognitive Dissonance? 02:00 Effects of Cognitive Dissonance 02:48 Cognitive Dissonance Examples 03:36 What causes Cognitive Dissonance? 04:15 How is Cognitive Dissonance Resolved? 05:21 Cognitive Dissonance in Advertising