{"id":2820,"date":"2021-03-16T06:38:20","date_gmt":"2021-03-16T06:38:20","guid":{"rendered":"https:\/\/scoreindia.org\/blog\/?p=2820"},"modified":"2024-10-07T12:21:50","modified_gmt":"2024-10-07T12:21:50","slug":"cognitive-dissonance-in-advertising-pr","status":"publish","type":"post","link":"https:\/\/scoreindia.org\/blog\/cognitive-dissonance-in-advertising-pr\/","title":{"rendered":"Use of Cognitive Dissonance in Advertising and PR"},"content":{"rendered":"<p>At a very basic level, cognitive dissonance in advertising and PR is all about inconsistency.<\/p>\n<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_76 ez-toc-wrap-left counter-hierarchy ez-toc-counter ez-toc-grey ez-toc-container-direction\">\n<div class=\"ez-toc-title-container\">\n<p class=\"ez-toc-title\" style=\"cursor:inherit\">Table of Contents<\/p>\n<span class=\"ez-toc-title-toggle\"><a href=\"#\" class=\"ez-toc-pull-right ez-toc-btn ez-toc-btn-xs ez-toc-btn-default ez-toc-toggle\" aria-label=\"Toggle Table of Content\"><span class=\"ez-toc-js-icon-con\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #999;color:#999\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewBox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #999;color:#999\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewBox=\"0 0 24 24\" version=\"1.2\" baseProfile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/span><\/a><\/span><\/div>\n<nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/scoreindia.org\/blog\/cognitive-dissonance-in-advertising-pr\/#Table_of_Contents\" >Table of Contents<\/a><\/li><\/ul><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-1'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/scoreindia.org\/blog\/cognitive-dissonance-in-advertising-pr\/#What_is_Cognitive_Dissonance_in_Advertising_Marketing_and_PR\" >What is Cognitive Dissonance in Advertising, Marketing and PR?<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/scoreindia.org\/blog\/cognitive-dissonance-in-advertising-pr\/#What_is_Cognitive_Dissonance\" >What is Cognitive Dissonance?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/scoreindia.org\/blog\/cognitive-dissonance-in-advertising-pr\/#How_is_Cognitive_Dissonance_implied_in_communications_and_public_relations\" >How is Cognitive Dissonance implied in communications and public relations?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"https:\/\/scoreindia.org\/blog\/cognitive-dissonance-in-advertising-pr\/#What_is_persuasive_communications_How_it_is_implied_in_PR\" >What is persuasive communications? How it is implied in PR?<\/a><\/li><\/ul><\/li><\/ul><\/li><\/ul><\/nav><\/div>\n<h3><span class=\"ez-toc-section\" id=\"Table_of_Contents\"><\/span>Table of Contents<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<ul>\n<li>What is mantra followed by Marketers, advertisers and PR pros?<\/li>\n<li>How cognitive dissonance in advertising and marketing takes place?<\/li>\n<li>How cognitive dissonance can be implied in PR?<\/li>\n<li>What is meant by persuasive communication?<\/li>\n<\/ul>\n<h1><span class=\"ez-toc-section\" id=\"What_is_Cognitive_Dissonance_in_Advertising_Marketing_and_PR\"><\/span>What is Cognitive Dissonance in Advertising, Marketing and PR?<span class=\"ez-toc-section-end\"><\/span><\/h1>\n<p>Marketers, advertisers and PR pros constantly use this marketing technique to persuade consumers behaviour and beliefs. We are all experienced this phenomenon of cognitive dissonance in everyday life but we may not have recognised it. Cognitive dissonance occurs when a person\u2019s belief and behaviour conflict with each other. This theory explains why\u00a0people change their behaviour and attitudes when it comes to decision making.<\/p>\n<p>Human be<img loading=\"lazy\" decoding=\"async\" class=\"alignleft lazyload\" data-src=\"https:\/\/vaanikrishna.files.wordpress.com\/2020\/11\/wp-16050261292328338486375664836658.jpg?w=724\" width=\"315\" height=\"446\" src=\"data:image\/gif;base64,R0lGODlhAQABAAAAACH5BAEKAAEALAAAAAABAAEAAAICTAEAOw==\" style=\"--smush-placeholder-width: 315px; --smush-placeholder-aspect-ratio: 315\/446;\" \/><noscript><img loading=\"lazy\" decoding=\"async\" class=\"alignleft\" src=\"https:\/\/vaanikrishna.files.wordpress.com\/2020\/11\/wp-16050261292328338486375664836658.jpg?w=724\" width=\"315\" height=\"446\" \/><\/noscript>ings as a social animal enjoy leading a normal and stable life. But when they exposed to conflicting cognition people react in different ways and turned to be distressed. This social behaviour is called cognitive dissonance.<\/p>\n<h3><span class=\"ez-toc-section\" id=\"What_is_Cognitive_Dissonance\"><\/span>What is Cognitive Dissonance?<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>Cognitive dissonance was first introduced as a social psychology theory by Leon Festinger in the year 1957. According to cognitive dissonance, if a person holds two beliefs that are relevant to each other but are inconsistent, dissonance will rise. Dissonance happens through human interactions and socialising including the TV advertisements, media narratives, digital video contents and other social media contents you scroll down every day, all of these factors play a substantial role to provoke this effect.<\/p>\n<h3><span class=\"ez-toc-section\" id=\"How_is_Cognitive_Dissonance_implied_in_communications_and_public_relations\"><\/span>How is Cognitive Dissonance implied in communications and public relations?<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>This theory plays a very important role in the field of communications and public relations. Public relations is all about persuading the audience to generate interest in a particular brand. PR professionals are the brand custodians of a brand who is responsible for the goodwill and reputation of a brand. When they run a campaign, ultimately they try to sway the behaviour of a target group, usually by presenting information to move people to their side. This generates a cognitive mindset of beliefs in them which is contradictory to their existing beliefs and behaviour. The success of this theory in public relations mainly depends on how well a PR professional can persuade the mindset of a group of people on a primary level.<\/p>\n<h3><span class=\"ez-toc-section\" id=\"What_is_persuasive_communications_How_it_is_implied_in_PR\"><\/span>What is persuasive communications? How it is implied in PR?<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>\u201cPersuasive communication is at the heart of public relations,\u201d says Terence Flynn, PhD, in an institute of public relations article. Cognitive\u00a0dissonance in advertising and PR to tweak the behavioural decisions and beliefs of people by presenting information through effective storytelling.<br \/>\nThey try to paint a new picture by articulating a new narrative about your life. Every individual has an idealistic version of life ingrained in their mind and this develops cognitive dissonance or contradictory attitudes, forcing to sway the current lifestyle to adorn the idealistic one. It is a tool that all the marketers and advertisers use whenever they promote their products. Their major goal is to make a constant change in your behaviour to support and believe in their product.<\/p>\n<p><em>Interesting Blog &#8211;\u00a0<a href=\"https:\/\/scoreindia.org\/blog\/data-analytics-in-public-relations\/\">Role of Data Analytics in Public Relations <\/a><\/em><\/p>\n<p>But ads and PR not always use this theory to manipulate people\u2019s behaviour, they also use it for good cause. We can use cognitive dissonance in advertising and PR to popularise a good cause and influence people to consider belief as part of their lifestyle. Think cigarette brands and their ads from the 1960s and 1970s that continued to portray smoking as glamorous even after medical science revealed it as harmful and dangerous to health. Also, the PR campaigns have rebranded recycling as \u201ccool\u201d. Using cognitive dissonance as social psychology in the realm of PR can nudge people into positive behaviour.<\/p>\n<p>This blog post originally appeared on Vani Krishna&#8217;s blog: vaanikrishna.wordpress.com<\/p>\n<p><strong>Vani Krishna\u00a0<\/strong><\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignleft wp-image-2805 lazyload\" data-src=\"https:\/\/scoreindia.org\/blog\/wp-content\/uploads\/2021\/01\/Vani-Krishna2-200x300.png\" alt=\"\" width=\"151\" height=\"227\" data-srcset=\"https:\/\/scoreindia.org\/blog\/wp-content\/uploads\/2021\/01\/Vani-Krishna2-200x300.png 200w, https:\/\/scoreindia.org\/blog\/wp-content\/uploads\/2021\/01\/Vani-Krishna2-97x146.png 97w, https:\/\/scoreindia.org\/blog\/wp-content\/uploads\/2021\/01\/Vani-Krishna2-33x50.png 33w, https:\/\/scoreindia.org\/blog\/wp-content\/uploads\/2021\/01\/Vani-Krishna2-50x75.png 50w, https:\/\/scoreindia.org\/blog\/wp-content\/uploads\/2021\/01\/Vani-Krishna2.png 400w\" data-sizes=\"(max-width: 151px) 100vw, 151px\" src=\"data:image\/gif;base64,R0lGODlhAQABAAAAACH5BAEKAAEALAAAAAABAAEAAAICTAEAOw==\" style=\"--smush-placeholder-width: 151px; --smush-placeholder-aspect-ratio: 151\/227;\" \/><noscript><img loading=\"lazy\" decoding=\"async\" class=\"alignleft wp-image-2805\" src=\"https:\/\/scoreindia.org\/blog\/wp-content\/uploads\/2021\/01\/Vani-Krishna2-200x300.png\" alt=\"\" width=\"151\" height=\"227\" srcset=\"https:\/\/scoreindia.org\/blog\/wp-content\/uploads\/2021\/01\/Vani-Krishna2-200x300.png 200w, https:\/\/scoreindia.org\/blog\/wp-content\/uploads\/2021\/01\/Vani-Krishna2-97x146.png 97w, https:\/\/scoreindia.org\/blog\/wp-content\/uploads\/2021\/01\/Vani-Krishna2-33x50.png 33w, https:\/\/scoreindia.org\/blog\/wp-content\/uploads\/2021\/01\/Vani-Krishna2-50x75.png 50w, https:\/\/scoreindia.org\/blog\/wp-content\/uploads\/2021\/01\/Vani-Krishna2.png 400w\" sizes=\"(max-width: 151px) 100vw, 151px\" \/><\/noscript><\/p>\n<p>Vani is a part of the Class of 2021 of PG Programme in PR and Corporate Communications at SCoRe Mumbai. She pursued her bachelor\u2019s degree from Mangalore University. She is passionate about Sports and Arts. She has done an internship in a Kerala based PR firm Davidson PR &amp; Communications, and with the Department of Information and Public Relations- (I&amp;PRD) Kerala Government. She can be reached at on <a href=\"https:\/\/twitter.com\/VK_thefernweh\">Twitter<\/a>\u00a0and on <a href=\"https:\/\/www.linkedin.com\/in\/vani-krishna-b661001a0\/\">LinkedIn.<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Use of Cognitive Dissonance in Advertising and PR<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"inline_featured_image":false,"footnotes":""},"categories":[1],"tags":[],"class_list":["post-2820","post","type-post","status-publish","format-standard","hentry","category-uncategorized"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v23.7 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Cognitive Dissonance in Advertising and PR - Its use<\/title>\n<meta name=\"description\" content=\"Cognitive dissonance in advertising &amp; PR is about inconsistency. 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