Discussion 4: What is cognitive dissonance
1. For segment B, which has a higher evaluation – Tesla or Mercedes Benz? How about for segment C?
2. Which of the three segments (A,B or C) has the highest attitude towards the brand Tesla? Why?
3. An individual from segment A is currently considering purchasing from one of the ten brands. According to the data, which two brands would he likely have the strongest attitude towards? Which brand does he have the lowest attitude towards?
4. How does each segment differ in terms of the relative importance of features when evaluating brands?
5. For segment C, what is Tesla’s main competitive advantage? Explain.
6. For segment B, what would be a false advantage for Mercedes Benz? Explain.
7. What type of choice heuristics do you think exist when consumers purchase cars?
8. What is cognitive dissonance, and how does it relate to choice heuristics and customer satisfaction/dissatisfaction?
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Cognitive dissonance is a mental stress caused by holding two contradictory beliefs, ideas, desires or attitudes simultaneously. When we are faced with evidence that casts doubt on our beliefs, we often want to discount the evidence because it conflicts with our beliefs. The more strongly held a belief is (i.e., more deeply engrained), the greater the dissonance is likely to be and the more intense will be the discomfort felt when evidence contradicting our beliefs is presented.
Cognitive dissonance is the mental stress caused by holding two contradictory beliefs, ideas, desires or attitudes simultaneously. It can be caused by conflicting information or opinions. It can also be caused by conflicting desires and attitudes.
For example: A person has an opinion that guns should not be allowed in schools; however, a family member owns a gun for personal protection purposes. This puts the person into cognitive dissonance because they feel guilty about having this opinion (i.e., “I shouldn’t own this weapon because it’s dangerous”) as well as having conflicting views about owning guns (i.e., “I’m proud of my family member’s decision”).
When we are faced with evidence that casts doubt on our beliefs, we often want to discount the evidence because it conflicts with our beliefs. The more closely aligned a belief is with our self-image, the more likely it is that we will ignore or rationalize away conflicting information.
This can be seen in the way people respond to new ideas when they don’t fit their existing worldview: they dismiss them as wrong or incomplete; they label them as “ignorant” or “uneducated” (or any number of other pejorative terms); or they attack those who hold them. This same tendency applies when someone challenges an existing belief by pointing out flaws in logic or facts: instead of addressing these issues head-on, many people simply ignore them entirely–and this allows their original position to remain unquestioned by others who share that same view point!
If you’re like me, cognitive dissonance is a concept you’ve probably heard of before. But if not, it’s time to get familiar with this psychological phenomenon–and how it can help us make better decisions.
The more strongly held a belief is (i.e., more deeply engrained), the greater the dissonance is likely to be and the more intense will be the discomfort felt when evidence contradicting our beliefs is presented. Cognitive dissonance doesn’t necessarily mean that we have different beliefs; instead, it refers to conflicting ideas or attitudes within ourselves which cause us discomfort because they seem incompatible with each other in some way or another. The challenge here isn’t deciding which side of an argument best represents reality; rather than choosing between two opposing points of view on an issue, cognitive dissonance encourages us instead toward seeing both sides as valid perspectives worthy of consideration–even though they may not necessarily agree with one another directly!
Cognitive dissonance can happen in many contexts, but it’s important to note that not all of them involve conflicting information or opinions. For example, if you’re presented with evidence that your beliefs are wrong and you don’t want to change your mind because they feel too close to home–like when someone tells you they don’t believe in Santa Claus–then cognitive dissonance is likely to occur.
Another example is when a child says something like “My mommy said I’m going away for one month” and then later sees her mother crying; this causes cognitive dissonance because the child has two conflicting pieces of information: one piece from his mother saying goodbye and an opposing piece from his own perception (that he’s still there).
In short, there are a variety of ways in which we can experience cognitive dissonance. It is not just limited to situations where we disagree with someone or something else. You may experience cognitive dissonance when you have an opinion about something and then see evidence that makes this opinion incorrect. This can happen when you have strong beliefs which are challenged by new information or experiences (like when someone tells you they don’t believe in God).
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