Cognitive Disonance

“Cognitive dissonance” theory to me is one of the most fundamental theories of social psychology. Cognitive dissonance can be specialise as a feeling of discomfort in an individual(a) or social congregation caused by holding some(prenominal) contradictory viewpoints simultaneously. The viewpoint or cognitions are nothing exactly attitudes, beliefs, and the perception of ones own behavior emanating from the construct of self security guard and self concept. The theory propounds that people have an inherent motivational drive to reduce contradiction by challenging or changing their attitudes, beliefs and self image or by justifying or rationalizing the same. While the cognitive dissonance of marketers has always been the core dilemma in designing and implementing new marketing strategies, it now dons the robe of an inescapable concern from an axiological point of view. Business concerns on the recessionary trends of global markets lead at once to a short s ighted slashing of the marketing budgets first, not that as a reactionary measure but similarly from a strategic viewpoint. And as a marketeer gropes in minacious to omen the extent of visible results from future campaigns, he or she may ask if short term business add up alone can be a viable observe over a longer time horizon.

Even a superficial dissection of marketing history in concrete, objective contexts, proves that a mix of both quantitative and soft measures are superjacent for a marketeer to save him from the disgrace of being blinded by the tunnel vision. But while both quantitative and soft out comes are the desired response, only the for! mer is the business groups best-loved child. The qualitative outcomes are constantly negated, yet it is affirmed by that rattling negation. Though it is thwarted by differing opinions, lack of quantification and the softness to retell into a concrete MROI; it is affirmed by the desire of every(prenominal) brand manager for sustainable brand equity, and by their press to recover the...If you want to get a practiced essay, roll it on our website: OrderCustomPaper.com

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