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DISONANŢA COGNITIVĂ ŞI ATITUDINEA FAŢĂ DE BRANDURI
Cognitive Dissonance and the attitude towards brands

Author(s): DIANA CONSTANTINOV
Subject(s): Social Sciences
Published by: Editura Universitatii LUCIAN BLAGA din Sibiu
Keywords: disonanță cognitivă; brand puternic; informație negativă; publicitate negativă;

Summary/Abstract: The theory of cognitive dissonance has powerful implications for advertising. Among the number of situations that are able to create dissonance is unintended or forced exposure to new information. This can be both information about a competitor’s brand or your own company. The case is even stronger when there is negative information in to the play. The general and the widespread idea is that negative news about companies can have a destructive effect on consumer perceptions. However, there is little research investigating this phenomenon, mainly both consumers and companies reactions are still random occurrences. In order to examine this question, we carried out one experiment to find out if negative information about the brand can stimulate cognitive dissonance and influence consumer behavior.

  • Issue Year: 36/2011
  • Issue No: 1-2
  • Page Range: 131-134
  • Page Count: 4
  • Language: Romanian