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Relevance of cognitive dissonance, activation and involvement to branding: An overview / Relevancia de la disonancia cognitiva, la activación y el implicación en el branding: un resumen

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

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Abstract:

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.

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