COGNITIVE DISSONANCE IN MARKETING: HOW TO MAKE SALES EASY

Summary from the TLDR Marketing newsletter

Understanding cognitive dissonance and how people cope with it can help you get into your customers’ minds. Identify unresolved mental tensions, such as the belief that something can’t be both cheap and high quality. Next, choose how to resolve these tensions, by either changing their beliefs or actions. Finally, prevent buyer’s remorse by mapping out all customer touchpoints after purchase and helping them feel they made the right decision.