Escritos de Psicología (Internet)
versión On-line ISSN 1989-3809
This study examines consumer behavior from the perspective of cognitive psychology. It focuses on a set of cognitive psychological determinants of buyer behavior and analyzes how cognitive dissonance, activation and involvement influence consumer behavior. The literature indicates that a deeper insight into the cognitive processes underlying purchase behavior is essential for brand managers to create and communicate interventions that may have a stronger impact on the buyer such that their brand occupies a special position in the consumer's mind. Up to now, the conflict between presenting a brand in a both favorable light and completely accurately has been rarely addressed in the literature.
Palabras clave : Branding; Consumer Behavior; Cognitive Processes; Cognitive Dissonance.