Incomplete information
Cognitive dissonance is the unpleasant tension you experience when you have conflicting ideas or actions. For example, when you want to lose weight, but you also really want to eat that hamburger that your friends are going to get. This creates an unpleasant internal tension. If you choose the hamburger, you look for arguments to justify your action so that the tension disappears. “But I did exercise 3 times this week.” When searching for products, people often experience cognitive dissonance when incomplete information is offered.
Example: Which laptop do you prefer?
You are looking for a new laptop and quickly find a model that suits your needs. It has a good video card that you can use for gaming, the processor speed is good and it also has enough memory. A great choice! The only thing you can't figure out is whether the laptop has a matte or glossy screen. You show the laptop to your roommate who works at a computer store. He recommends another model and emphasizes the value of a matte screen, because you can see it well in the garden and on the balcony. The model he recommends also meets all your needs and has a matte screen.
This new model takes away your enthusiasm for the first laptop, because you now have more complete information. Research shows that people have a stronger preference for their initial choice, but due to the cognitive dissonance of the incomplete information, they still choose option two. So be complete in your information provision for products that are often compared with each other (such as laptops).
Are the sales of certain products not showing the desired results? Then it is wise to look at the way in which you present the products. By presenting products in a certain way and thus indonesia mobile number list facilitating the comparison with other products, you can influence the sales. Our internal urge to compare everything and everyone is so strong that these kinds of processes always take place with a purchase.
Do you have any other ideas about how comparisons can influence evaluations? Let me know in the comments.
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The online competition for companies is fierce and the well-known algorithms do not make it any easier to remain visible to the target group. Don't panic: through employee advocacy , or through online ambassadors, you can possibly increase your reach and influence.
Your brand's biggest fans are often found within your organization. They have a passion for the brand, know the products, services, mission and vision and know what's going on. And they all have their own network: fellow students, friends, (former) colleagues and business connections. That network is strong and often more specific than that of the organization itself. Moreover, consumers trust other people more than an organization or brand.