IDEAS home Printed from https://ideas.repec.org/h/pal/palchp/978-1-349-06109-9_7.html
   My bibliography  Save this book chapter

Advertising, Cognitive Dissonance and Learning

In: Consumer Choice in the Third World

Author

Listed:
  • Jeffrey James

Abstract

Having made a choice on the basis of imperfect information conveyed by advertising, the consumer will acquire new information in the postpurchase period through use of the good. In the extreme case learning will be total and immediate in this period. But there are many reasons why this is unlikely to happen. In the first place advertising may continue to provide information which contradicts that acquired through experience with the good. Given a high degree of initial misinformation and substantial advertising in the post-purchase period, learning may be slow and perhaps even incomplete. Much depends, of course, on the extent to which use of the product conveys information about the characteristics that are embodied in it. The less effective is the learning process the more easily will advertising be able to exert a sustained influence on perception. The operation of cognitive dissonance (as described in chapter 2) is another factor which may inhibit the learning process in the post-purchase period. The extent to which it does so will depend not only on the actual form that it takes, but also on the manner of its interaction with advertising.

Suggested Citation

  • Jeffrey James, 1983. "Advertising, Cognitive Dissonance and Learning," Palgrave Macmillan Books, in: Consumer Choice in the Third World, chapter 6, pages 101-119, Palgrave Macmillan.
  • Handle: RePEc:pal:palchp:978-1-349-06109-9_7
    DOI: 10.1007/978-1-349-06109-9_7
    as

    Download full text from publisher

    To our knowledge, this item is not available for download. To find whether it is available, there are three options:
    1. Check below whether another version of this item is available online.
    2. Check on the provider's web page whether it is in fact available.
    3. Perform a search for a similarly titled item that would be available.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:pal:palchp:978-1-349-06109-9_7. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Sonal Shukla or Springer Nature Abstracting and Indexing (email available below). General contact details of provider: http://www.palgrave.com .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.