Abstract

SAHGAL, Arti  and  ELFERING, Achim. Relevance of cognitive dissonance, activation and involvement to branding: An overview. Escritos de Psicología [online]. 2011, vol.4, n.3, pp.15-26. 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.

Keywords : Branding; Consumer Behavior; Cognitive Processes; Cognitive Dissonance.

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