Providing a Model of the Effect of Advertising on consumers' Cognitive Dissonance (Meta Synthesis Approach)

Document Type : Original Article

Authors
Seyed Reza Seyed Javadin 1
Mohammad Rahim Esfidani 2
Masoud Keimasi 3
Nazanin Rahmani 4
1 Prof., Department of Human Resource Management, Faculty of Public Administration and Organizational Sciences, College of Management, University of Tehran, Tehran, Iran
2 Assistant Prof., Department of Business Management, Faculty of Business Management, College of Management, University of Tehran, Tehran, Iran
3 Assistant Prof., Department of MBA, Faculty of Business Management, College of Management, University of Tehran, Tehran, Iran
4 PhD Candidate, Department of Business Management, Aras International Campus, University of Tehran, Tehran, Iran
10.22034/aimj.2023.211854
Abstract
Advertisement as one of the factors affecting consumer feelings and emotions can play a role in reducing the harmful consequences of cognitive dissonance. In this regard, the current research seeks to provide a model of the effect of advertising on the cognitive dissonance of consumers with a meta synthesis approach.
Methodology: The research is descriptive in terms of practical purpose, in terms of data collection and in terms of qualitative approach. This research was done using the meta synthesis method. The tool for collecting data and information in the current research is past research and library documents in this field, which generally includes 43 articles. The method of data analysis is content analysis. Findings: The findings of the research show that the factors affecting cognitive dissonance are: individual factors (demographic factors, consumer's subjective beliefs, personality stability, consumer's purchase expectations, source of control, previous shopping experiences); Organizational factors (actions of the marketing and sales team, after-sales service, reputation and reputation of the company, the ability to manage consumer anxiety); Environmental factors (consumer culture, economic conditions, lifestyle). The advertisement component includes elements: advertisement stimuli and attractions, content of advertisement messages, emotional advertisement, persuasive advertisement, message distribution channels, brand personality; Cognitive dissonance in two dimensions: intellectual and emotional and the consequences of cognitive dissonance include: cognitive-attitudinal changes, emotional changes and behavioral changes.

Keywords

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Iranian Journal of Information Management
Volume 9, Issue 1 - Serial Number 16
September 2024
Pages 35-57

  • Receive Date 03 January 2024
  • Revise Date 08 April 2024
  • Accept Date 31 August 2024