You might not know it but you have probably already experienced cognitive dissonance multiple times today. Buying coffee. Watching an ad on TV or online. Passing a billboard on the way to work. Whether you are aware of it or not, your actions may have been motivated, guided and rewarded by brands with offer structures crafted to modulate cognitive dissonance (up and down). When done correctly, an offer that leverages cognitive dissonance will deliver a desired behavior for the brand. This....

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