PSY 530 discussion 3 cognitive dissonance

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Southern New Hampshire University *

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530

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Psychology

Date

Feb 20, 2024

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docx

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Uploaded by ChancellorBadger689

What is cognitive dissonance? What role does it play in regard to attitude and/or behavior change? What is the role of external rewards in regard to attitude change? How might a new car salesperson use what he/she knows about cognitive dissonance (sometimes called buyer's remorse) to make a customer more content with their purchase (and less likely to want to return their vehicle)? Cognitive dissonance refers to the psychological discomfort or tension that arises when an individual holds two or more conflicting beliefs, values, or attitudes simultaneously, or when their behavior conflicts with their beliefs or values ( Gibson, J. 1992) . Cognitive dissonance plays a role that can cause an individual to change their beliefs to align with what the majority may feel. When people feel dissonance, they have a motivation to change their beliefs in order to align it with others’ behaviors. The role of external rewards like incentives in regard to attitude change can give some type of justification for the cause of the attitude change. When external rewards are offered and perceived as significant individuals will adjust attitudes and beliefs in order to get rewards. A new car salesperson with knowledge of cognitive dissonance would be able to enhance customer satisfaction and reduce buyers’ remorse by highlighting the positive features that the car has. This happens when a customer is looking for specifics in a car like 360 cameras, AWD, remote start etc. If the salesperson gets the customers satisfaction or approval, you can get them to commit to their choice of vehicle. Also, by providing rationale or justifying why the car is the perfect fit for them it would make the customer feel comfortable about such a big decision. Creating a positive experience for the customer will help the salesperson make the sale and give the customer a positive attitude towards the purchase. Keeping an open line of communication and following up with the customer to make sure that they are satisfied with their purchase will make the customer continue to come back to you for service like when it is time for a trade in and expand your clientele. References Gibson, J. (1992). Defining the idea of dissonance. Psychology: A Journal of Human Behavior , 29 (3–4), 68–70.

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