Dissonance in marketing causes a conflict or tension within a consumer considering a product purchase. This is usually an uncomfortable feeling for the consumer and usually leads to the buyer taking ...

I’ve been academically intrigued in recent months to see so many political references to “cognitive dissonance.” As a social psychologist who has taught and conducted dissonance research for over 20 ...

Do you ever get that nagging feeling of discomfort when your beliefs and actions don't quite line up? Like when you swear you ...