%0 Journal Article
%T Relevance of cognitive dissonance, activation and involvement to branding: An overview / Relevancia de la disonancia cognitiva, la activaci¨®n y el implicaci¨®n en el branding: un resumen
%A Arti Sahgal
%A Achim Elfering
%J Escritos de Psicolog¨ªa
%D 2011
%I Universidad de M¨¢laga
%X 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.
%K Branding
%K Consumer Behavior
%K Cognitive Processes
%K Cognitive Dissonance.
%U http://www.escritosdepsicologia.es/descargas/revistas/vol4num3/vol4num3_2.pdf