Cognitive Dissonance Theory and Purchases

Posted by in Communication, Derivations, Theory

Festinger’s Cognitive dissonance theory places emphasis on the ways in which behavior influences attitude. Individuals have a need for consistency between their attitude and behavior. In the context of the scenario of having purchased a car and after the fact coming across another which I like better, because I have already purchased a vehicle and am tied to that purchase cognitive dissonance theory predicts that I would adjust my attitude to be in line with my action or behavior of having purchased the car I like less. I would begin…read more