Advertising, Cognitive Dissonance and Learning

Jeffrey James

Chapter 6 in Consumer Choice in the Third World, 1983, pp 101-119 from Palgrave Macmillan

Abstract: 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.

Keywords: Welfare Loss; Consumer Choice; Cognitive Dissonance; Indifference Curve; Previous Chapter (search for similar items in EconPapers)
Date: 1983
References: Add references at CitEc
Citations:

There are no downloads for this item, see the EconPapers FAQ for hints about obtaining it.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:pal:palchp:978-1-349-06109-9_7

Ordering information: This item can be ordered from
http://www.palgrave.com/9781349061099

DOI: 10.1007/978-1-349-06109-9_7

Access Statistics for this chapter

More chapters in Palgrave Macmillan Books from Palgrave Macmillan
Bibliographic data for series maintained by Sonal Shukla () and Springer Nature Abstracting and Indexing ().