Cognitive Dissonance occurs either when there are conflicting ideas in a person’s mind or when a person acts against a personal belief system. There are several real life examples which imply that cognitive dissonance can be applied either to change a person’s belief system or to strengthen it.
As a result of dissonance a person makes a choice between established beliefs or contemporary changes in an industry or business. It is usually seen that people are reluctant to change and tend to follow established norms and beliefs either in personal or professional lives. A research study showed how cognitive dissonance could be used to enhance customers’ trust regarding online purchasing. The study found that if customer satisfaction level was high companies could further strengthen this belief and retain online customers and if customer satisfaction and trust levels were low companies could provide proof that they were different from others to gain customer confidence (Kuan, Bock, & Lee, 2007).
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