• Jan-Kees & Pascal

Keep on learning! Why the cognitive dissonance theory is super important for your brand.

Always keep learning. Let us guide you through some of the most important theories connected to #branding. Let’s go…

The cognitive dissonance theory, this theory is proposed by Leon Festinger in 1957.

He theorised that human beings constantly strive for mental consistency. Our cognition (thoughts, beliefs, or attitudes) can be in agreement, unrelated, or in disagreement with each other. Our cognition can also be in agreement or disagreement with our behaviours. When we detect conflicting cognition, or dissonance, it gives us a sense of incompleteness and discomfort. And it sucks. For example, a person who is addicted to #smoking cigarettes but also suspects it could be detrimental to his health suffers from cognitive dissonance.

Festinger suggests that we are motivated to reduce this dissonance until our cognition is in harmony with itself. We strive for mental consistency. There are four main ways we go about reducing or eliminating our dissonance:

  1. Changing our minds about one of the facets of cognition.

  2. Reducing the importance of a cognition.

  3. Increasing the overlap between the two.

  4. Re-evaluating the cost/reward ratio.

Revisiting the example of the smoker, he can either quit smoking, reduce the importance of his health, convince himself he is not at risk, or that the reward of smoking is worth the cost of his health.


You can imagine how important this theory is when you build your brand. Consumers spending money on a product they do not embrace or love gives them cognitive dissonance. So they don't buy it again.


Don’t be that kind of brand. So have a connecting #brandstory. Consistent. Meaningful. Generating #impact. Matter.

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