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Introduction

Literature Review

Big Bang of 1957

Glory Days

A Crack in the China

CDT Research Today

CDT Principles in Advertising

Table 1

Sample Ads 1 and 2

Sample Ad 3

Sample Ad 4

Conclusion

Bibliography

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Principles of CDT at Work in Advertising

Festinger's premise was that in the presence of cognitive dissonance an individual actively seeks out information to reduce the dissonance. Festinger noted that new car owners read advertisements about the car they had just purchased at a much higher rate than they read advertisements for other cars (Table 1). He states, "Clearly, the prediction from dissonance theory is borne out. In the presence of dissonance following a decision, new car owners attempt to reduce their dissonance by reading material advertising the car they just bought" (source 9).

Cognitive Dissonance in Advertisements used as Reinforcement

Typically, advertisements are written to reassure a consumer in the post-decision phase of buying. These ads strive to reinforce a sense of well-being in the consumer that the choice made was the best one, thus, reducing feelings of cognitive dissonance.

Sample Ad #1: This well-received Volkswagon ad finds a clever way of creating reinforcement and reducing dissonance. By showing the owners of the car experiencing a moment of pure cognitive consonance, the advertisers are directly reinforcing the notion that buying a Volkswagon was the right decision.

Sample Ad #2: This humorous shows the level of cognitive dissonance in terms of magnitude. The more important the decision becomes in choosing an alternative the harder the decision is too make.