John Baeyens

Nikon School class. Unfortunately the courses are not organised in the EU (I once followed a course in Boston, which is why I’m still on their list). Why not in the EU? Ask Nikon.

This is a case example of Marketeers understanding Cognitive Dissonance and the importance of it. In the years I’ve worked as a marketing manager and consultant, I never, ever saw the word in a presention / proposal. Yet, I think it’s one of the most powerful phenomenons marketeers can control.

The theory of cognitive dissonance, developed by Festinger in the 1950s, is that when a person experiences conflicting ideas, states of emotion, or feelings, they will be driven to reduce this state of tension and will take action to return to consonance (the opposite of dissonance).

Dissonance is when you have internal conflict, it is cognitive when you recognise it. The action you are driven to take to reduce or eliminate dissonance is called dissonance reducing behaviour.

Consider an example: you buy a Canon 10D. Rather impulsive. Because some of your friends have one and shoot great pictures with it. The 10D is expensive and you have high expectations of it. But after buying, you disover the camera is really complicated and the experience of the reality of the item is disappointing, you are in a state of dissonance and it sure is cognitive. What do you do? Well, maybe you are able to return the camera and get your money back, or maybe you won’t buy any Canon lenses, a missed opportunity for Canon, since this is where they make money, or maybe your next scanner will not be a Canon, rather an HP.

Assuming returning the item is not possible, Canon could still take action to reduce the conflict between your expectations and your initial perception of the reality of the offering; by giving … courses.

This is what Nikon does.

Consequently, the theory can be expanded, that If asked about your views on the Canon 10D, you may effectively tell a more positive tale, more in keeping with your expectations than the reality you initially found on actually getting the item. This may be a good reason to beware of other buyer’s recommendations!

Cognitive dissonance is also relevant to marketing when there are conflicting claims associated with a product:
Motorcycles can be useful fun and convenient transport but they pollute the environment, are not that efficient and you are statistically more likely to be injured in an accident than by using the train. A Motorcyclist will actively play down these negatives in order to reduce dissonance between these ideas in their own heads.

Marketeers need to take into account any areas associated with their offerings likely to produce cognitive dissonance and attempt to reduce it as much as possible in their communications and the products themselves.

Yes, this is different than Customer Services, this is tactical.

Wondering why so few marketeers really work actively on Cognitive Dissonance.

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