Is The Purpose Of Advertising To Create Cognitive Dissonance
Advertising deals with people's feelings and emotions. It includes understanding of the psychology of the buyer, his motives, attitudes, as well as the influences on him such as his family and reference groups, social class and culture. In order to increase the advertisements persuasiveness, advertisers use many types of extensions of behavioural sciences to marketing and buying behaviour. One such extension is the theory of cognitive dissonance. The purpose of advertising can be to create a cognitive dissonance to generate a favourable response from the buyer toward a product or a concept.
First of all, I will talk about the purpose of advertising and its mechanism and I will look at how it can be related to the theory of cognitive dissonance. In addition to that, I will examine the effects of fear appeals on consumers, which are a direct application of the theory of cognitive dissonance. I will try to provide concrete examples of fear appeals and I will take into consideration......
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Approximate Word Count: 1927
Approximate Pages: 8 (250 words per double-spaced page)
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