Relevance of cognitive dissonance, activation and involvement to branding: An overview

Arti Sahgal; Achim Elfering

doi:10.24310/espsiescpsi.v4i3.13322

Authors

Arti Sahgal Institute of Psychology, Department for Work and Organizational Psychology at the University of Berne
Achim Elfering Institute of Psychology, Department for Work and Organizational Psychology at the University of Berne

DOI:

https://doi.org/10.24310/espsiescpsi.v4i3.13322

Keywords:

Branding, Consumer Behavior, Cognitive Processes, Cognitive Dissonance

Abstract

This study examines consumer behavior from the perspective of cognitive psychology. It focuses on a set of cognitive psychological determinants of buyer behavior and analyzes how cognitive dissonance, activation and involvement influence consumer behavior. The literature indicates that a deeper insight into the cognitive processes underlying purchase behavior is essential for brand managers to create and communicate interventions that may have a stronger impact on the buyer such that their brand occupies a special position in the consumer’s mind. Up to now, the conflict between presenting a brand in a both favorable light and completely accurately has been rarely addressed in the literature.

Downloads

Download data is not yet available.

References

Aaker, D. A. (1996). Building strong brands. New York: Free Press.

Bagozzi, R. P. (1980). Causal models in marketing. New York: John Wiley.

Behrens, G. (1982). Das Wahrnehmungsverhalten der Konsumenten [The perceptual behavior of consumers] (Reihe Wirtschafts-wissenschaften, Band 275). Thun: Harri Deutsch.

Berndt, R. (1996). Käuferverhalten, Marktforschung und Marketing-Prognosen [Buyer behavior, market research and marketing forecasts] (3rd Rev. ed., Reihe Marketing, Band 1). Berlin: Springer.

Bettman, J. R. (1979). An information processing theory of consumer choice. Reading, MA: Addison-Wesley.

Blythe, J. (1997). The essence of consumer behavior (Essence of management series). New York: Prentice Hall.

Böcker, F. (1986). Präferenzforschung als Mittel marktorientierter Unternehmensführung [Preference research as instrument of market-oriented management]. Zeitschrift für betriebswirtschaftliche Forschung, 38, 543-574.

Day, G. S. (1990). Market driven strategy: processes for creating value. New York: Free Press.

Demangeot, C. & Broderick, A. J. (2010). Consumer perceptions of online shopping environments: A Gestalt approach. Psychology & Marketing, 27, 117-138. http://dx.doi.org/10.1002/mar.20323

De Pasquale, C. & Leschnikowski, K. (2007). Models in der Werbung: eine empirische Untersuchung [Models in advertisement: An Empirical study]. Saarbrücken: VDM Verlag Müller.

Ehrenstein, W. H., Spillmann, L. & Sarris, V. (2003). Gestalt issues in modern Neuroscience. Axiomathes, 13, 433-458. http://dx.doi.org/10.1023/B:AXIO.0000007203.44686.aa

Elfering, A. & Sarris, V. (2006). Memory and assimilation to context in delayed matching-to-sample. Psychology Science, 48, 17-38.

Essig, C., Soulas de Russel, D. & Semanakova, M. (2003). Das Image von Produkten, Marken und Unternehmen [The image of products, brands and companies]. Sternenfels: Wissenschaft & Praxis.

Felser, G. (1997). Werbe- und Konsumentenpsychologie: eine Einführung [Advertising and consumer psychology: An introduction]. Stuttgart: Schäffer-Poeschel.

Festinger, L. (Ed.). (1964). Conflict, decision and dissonance (Series Stanford studies in psychology). London: Tavistock Publications.

Foscht, T. & Swoboda, B. (2005). Käuferverhalten: Grundlagen, Perspektiven, Anwendungen [Buyer behavior: Principles, perspectives, applications] (2nd ed.). Wiesbaden: Gabler.

Foxall, G., Goldsmith, R. & Brown, S. (2002). Consumer psychology for marketing (2nd ed.).London: Thomson.

Fulop, C. (1981). Advertising, competition and consumer behaviour: public policy and the market. London: Holt Rinehart and Winston.

Hawkins, D. I., Best, R. J. & Coney, K. A. (2004). Consumer behavior: building marketing strategy (9th ed., The Irwin / McGraw-Hill series in marketing). Maidenhead: Mc-Graw-Hill Education.

Hennig-Thurau, T., Malthouse, E. C., Friege, C., Gensler, S., Lobschat, L., Rangaswamy, A. & Skiera, B. (2010). The Impact of New Media on Customer Relationships. Journal of Service Research, 13, 311-330. http://dx.doi.org/10.1177/1094670510375460

Homburg, C. & Krohmer, H. (2005). Marketingmanagement: Strategie - Instrumente - Umsetzung - Unternehmensführung [Marketing management: Strategy - instruments - implementation - management]. Wiesbaden: Gabler.

Hoyer, W. D. & MacInnis, D. J. (2001). Consumer behaviour (2nd ed.). Boston: Houghton Mifflin.Kiesler, C. A., Collins, B. E. & Millar, N. (1969). Attitude change: a critical analysis of theoretical approaches (2nd ed., Series in psychology). New York: Wiley.

Kroeber-Riel, W. (1990). Konsumentenverhalten [Consumer behavior] (4th ed., Reihe Vahlens. Handbücher der Wirtschafts- und Sozialwissenschaften). München: Franz Vahlen.

Kroeber-Riel, W. & Meyer-Hentschel, G. (1982). Werbung: Steuerung des Konsumentenverhaltens [Advertisement: Steering consumer behavior] (Reihe Konsum und Verhalten, Band 1). Würzburg: Physica-Verlag.

Kroeber-Riel, W. & Weinberg, P. (1996). Konsumentenverhalten [Consumer behavior] (6th Rev. ed., Reihe Vahlens Handbücher der Wirtschafts- und Sozialwissenschaften). München: Franz Vahlen.

Kuss, A. (1991). Käuferverhalten [Buyer behavior] (Reihe Grundwissen der Oekonomik). Stuttgart: Gustav Fischer.

Kuss, A. & Tomczak, T. (2004). Käuferverhalten: eine marketingorientierte Einführung [Buyer behavior: A marketing centered introduction] (3rd Rev. ed., Reihe UTB Grundwissen der Ökonomik, Betriebswirtschaftslehre). Stuttgart: Lucius und Lucius.

Mayer, H. O. (2005). Einführung in die Wahrnehmungs-, Lern- und Werbe-Psychologie [Introduction to the psychology of perception, learning and advertising] (2nd Rev. ed., Reihe Edition Psychologie). München: Oldenbourg.

Meffert, H. (1992). Marketingforschung und Käuferverhalten [Marketing research and buyer behavior] (2nd Rev. ed., Reihe Meffert Marketing Edition). Wiesbaden: Gabler.

Meffert, H. (1998). Marketing: Grundlagen marktorientierter Unternehmensführung: Konzepte, Instrumente, Praxisbeispiele: mit neuer Fallstudie VW Golf [Marketing: Principles of marketing centered management: Concepts, instruments, practical examples: With new case study VW Golf] (8th Rev. ed., Reihe Meffert Marketing Edition). Wiesbaden: Gabler.

Mizerski, R. W. & White, J. D. (1986). Understanding and using Emotions in Advertising. Journal of Consumer Marketing, 3, 57-69. http://dx.doi.org/10.1108/eb008180

Moser, K. (1990). Werbepsychologie: eine Einführung [Advertising psychology: An introduction]. München: Psychologie Verlags Union.

Naisbitt, J. (1984). Megatrends: ten new directions transforming our lives. New York: Warner Books.

Nielsen, J. & Mack, R. L. (Eds.). (1994). Usability inspection methods. New York: John Wiley & Sons.

Pepels, W. (2005). Käuferverhalten: Basiswissen für Kaufentscheidungen von Konsumenten und Organisationen: mit Aufgaben und Lösungen [Buyer behavior: Basics for purchase decisions of consumers and organizations: With exercises and solutions]. Berlin: Erich Schmidt.

Peter, J. P., Olson, J. C. & Grunert, K. G. (1999). Consumer behaviour and marketing strategy. London: McGraw-Hill.

Ratchford, B. (2001). The Economics of consumer knowledge. Journal of Consumer Research, 27, 397-411. http://dx.doi.org/10.1086/319617

Ries, A. & Trout, J. (1981). Positioning: the battle of your mind. New York: McGraw-Hill Book Company.

Ries, A. & Trout, J. (1990). Marketing fängt beim Kunden an: Taktik geht vor Strategie [Bottom-up marketing; Marketing starts with the customer: Tactic overrides strategy]. Frankfurt a. M.: Campus.

Rutschmann, M. (2005). Kaufprozesse von Konsumenten erkennen und lenken: mehr Marktanteil mit neuem Marketing [Recognize and steer buying processes of consumers: more market share with new marketing]. Heidelberg: mi-Fachverlag.

Sawtschenko, P. (2005). Positionierung - das erfolgreichste Marketing auf unserem Planeten: das Praxisbuch für ungewöhnliche Markterfolge: von der Austauschbarkeit zurAlleinstellung - die erfolgreichsten Praxis-Strategien für kleinere und mittelständische Unternehmen [Positioning - the most successful marketing on our planet: The practice manual for exceptional commercial successes: From interchangeability to monopoly - the most successful practical strategies for small and medium-sized businesses] (Reihe Gabal Management). Offenbach: Gabal.

Schiffman, L. G. & Kanuk, L. L. (1997). Consumer behavior (6th ed.). Englewood Cliffs, NJ: Prentice-Hall.

Solomon, M. R. (2002). Consumer behavior: buying, having and being (5th ed., The Prentice Hall international series in marketing). Upper Saddle River, NJ: Prentice Hall.

Trommsdorff, V. (2004). Konsumentenverhalten [Consumer behavior] (6th Rev. ed., Reihe Kohlhammer Edition Marketing). Stuttgart: Kohlhammer.

Trommsdorff, V. & Paulssen, M. (2005). Messung und Gestaltung der Markenpositionierung [Measurement and design of brand positioning]. In F. R. Esch (Ed.), Moderne Markenführung: Grundlagen, innovative Ansätze, praktische Umsetzungen [Modern branding: Principles, innovative approaches, practical implementations] (4th Rev. ed., pp. 1363-1379). Wiesbaden: Gabler.

Waller, G., Süss, D. & Bircher, M. (2006). Die Markenpersönlichkeit als psychologischer Faktor der Markenwirkung [The brand personality as psychological factor of brand appeal]. Retrieved March 24th, 2008, from Zürcher Fachhochschulen, Hochschule für angewandte Psychologie: http://www.hapzh.ch/download/F_Markenprojekt_2006.pdf

Wang, A. (2007). Branding over Mobile and Internet Advertising: The Cross-media Effect. International Journal of Mobile Marketing, 2, 34-42.

Werth, L. (2004). Psychologie für die Wirtschaft: Grundlagen und Anwendungen [Psychology for Economics: Fundamentals and Applications]. Heidelberg: Spektrum.

Zaichkowsky, J. L. (1995). Defending your brand against imitation: consumer behavior, marketing strategies, and legal issues. Westport, CT: Quorum Books.