Cognitive Dissonance Theory
Cognitive dissonance often appears as an internal conflict: You have a belief yet behave in a way that contradicts it, or you hold two opposing beliefs and are required to make sense of the contradictions in your mind. (1) However, the contradiction may also be the result of outside factors like marketing, public relations, or advertising.
After all, the primary function of these sectors is to shape the opinions and actions of customers like you. (2) Whether you like it or not, media or commercial forces have probably caused you to suffer cognitive dissonance; you may not have been aware of it.
Advertisers strive to convey the idea that without their product or service, your life wouldn’t be complete. Many people employ cognitive dissonance to highlight the discrepancies between the idealised and actual versions of you. Even if you don’t always utilise that good or service, you want to picture yourself in that idealised light, which causes dissonance.
According to Matt Johnson, PhD, professor and assistant dean of Hult International Business School in San Francisco, “it’s a technique that marketers and advertising utilise all the time.” The clear message in many advertising is that you can only be cool, gorgeous, worthwhile, or any other good quality if you use this product or use this service.
Consider a shampoo advertisement. The hair of a stunning lady being blown by the wind. She exudes joy, health, and beauty. The underlying message is that if you use the same shampoo she does, you too will appear joyful, healthy, and beautiful. You sense dissonance because you want to feel and look beautiful, joyful, and healthy but you don’t always use that shampoo.
Johnson says that there are just a few choices left for you, the customer. You may absolutely deny the assertion (which is what very strong-minded people do, Johnson says). You may also accept the message and alter your behavior—that is, purchase the shampoo—in order to eliminate the dissonance. Or you may change your belief and embrace the message to eliminate the dissonance. Johnson warns that if you stop using that substance, you can begin to regard yourself as less attractive and healthier.
You may either change your initial beliefs or eliminate cognitive dissonance by really purchasing what they are offering, according to Johnson. Of course, the marketer wants you to choose the latter. And if you go with the first option, you’ll probably feel less confident about yourself since you’ll have to admit that you lack these admirable traits.
When Cognitive Dissonance Promotes Positive Conduct
Advertising and public relations, however, may also persuade individuals to behave morally. According to Johnson, it’s possible that a commercial is attempting to convince you to purchase a product or service that would be in your best interests and would be good for your long-term health. A toxin-free deodorant or even purchasing workout equipment that will keep your heart healthy might prove to be positive influences. Recycling has been promoted as “cool” via public relations efforts.
According to Johnson, using cognitive dissonance in communication may also influence listeners to act in a constructive way.
On the other hand, Johnson contends that if you are constantly confronted by advertisements that force you to reconsider the decisions you’ve made or the perspective you’ve taken on the world, you will inevitably be under a great deal of stress because you will need to keep resolving the internal conflicts that arise. Being subjected to an onslaught of advertising on a constant basis and being forced to contend with this kind of stress is very detrimental. This may lead to chronic stress. Chronic stress may have a negative impact on one’s immune system, make existing heart conditions worse, and even cause structural changes in the brain.
