Explain What Is Meant By Cognitive Dissonance Why Is This Co ✓ Solved

Explain What Is Meant By Cognitive Dissonance Why Is This Concept

Explain what is meant by cognitive dissonance. Why is this concept important to marketers? Give two examples of services that show a good match between customer expectations and service delivery. Give two examples of services that do not show a good match. Explain your rationale or criteria for your conclusions. Artificial Intelligence is becoming a major disruptive force that will have both positive and negative effects on our economy and the workforce. Provide two positive and two negative examples that are consequences of the growth of AI. Explain your rationale or criteria for your conclusions.

Sample Paper For Above instruction

Understanding Cognitive Dissonance and Its Significance in Marketing

Cognitive dissonance is a psychological concept first introduced by Leon Festinger in 1957. It refers to the mental discomfort or tension that an individual experiences when holding two or more conflicting beliefs, attitudes, or values simultaneously. This discomfort often motivates individuals to reduce the dissonance by either changing their beliefs, attitudes, or behaviors, or justifying them to oneself. For instance, after making a significant purchase, such as a new car, a buyer may experience dissonance if they start doubting whether it was the right choice. They might justify their decision by focusing on the positive features of the car or downplaying the negatives.

This concept is particularly important to marketers because understanding cognitive dissonance enables them to design strategies that reduce buyers' post-purchase discomfort, thereby increasing customer satisfaction and loyalty. Marketers often provide reassurance through follow-up communications, warranties, or excellent customer support to help alleviate dissonance, ensuring that customers feel confident about their purchases and are more likely to become repeat clients.

The Importance of Cognitive Dissonance in Consumer Behavior

Kopelman and colleagues (2006) highlighted that cognitive dissonance significantly impacts consumer decision-making. When consumers face conflicts between their expectations and actual service delivery, they may experience dissonance that influences their satisfaction and perceived value. High dissonance can lead to negative reviews, decreased brand loyalty, or returns, whereas low dissonance can foster positive word-of-mouth and repeat business. Therefore, understanding this psychological process allows marketers to tailor their communication and service strategies effectively.

Examples of Services with Good Customer Expectation and Service Delivery Match

• Luxury Hotel Stays: Many luxury hotels, such as the Ritz-Carlton, consistently meet or exceed customer expectations through exceptional service, luxurious amenities, and personalized experiences. Guests often anticipate a high level of comfort and service, which the hotels typically deliver, resulting in high satisfaction and repeat patronage.
• Online Shopping Platforms with Reliable Delivery: Platforms like Amazon have built a reputation for prompt delivery, accurate order fulfillment, and responsive customer service, fulfilling customer expectations for convenience and quick service. This alignment fosters trust and ongoing engagement.

Examples of Services with Poor Customer Expectation and Service Delivery Match

• Budget Airlines: Many budget airlines, such as Ryanair, often struggle to meet passenger expectations regarding comfort, service quality, or punctuality due to cost-cutting measures. Passengers anticipate affordable prices but often face additional charges, delays, or limited comfort, leading to dissatisfaction.
• Healthcare Services: In some cases, hospitals or clinics may fall short of patient expectations regarding wait times, communication, or treatment outcomes. When service quality does not meet expectations, patient dissatisfaction ensues, potentially impacting their trust and future engagement.

Impacts of Artificial Intelligence on the Economy and Workforce

The growth of Artificial Intelligence (AI) is transforming industries worldwide, bringing both opportunities and challenges. Here are two positive and two negative examples of its impact:

Positive Effects

1. Enhanced Productivity and Efficiency: AI-driven automation reduces operational costs and increases productivity. For example, in manufacturing, robots and AI algorithms optimize supply chain management and production lines, leading to faster outputs with fewer errors (Brynjolfsson & McAfee, 2014).
2. Innovation and New Job Creation: AI fosters innovation by enabling new products, services, and markets. Examples include AI-powered medical diagnostics and autonomous vehicles, which create new sectors and employment opportunities (Manyika et al., 2017).

Negative Effects

1. Job Displacement and Unemployment: Automation replaces routine and some cognitive jobs, leading to considerable displacement of workers, especially in manufacturing, transportation, and administrative sectors (Frey & Osborne, 2017). This surge in unemployment can exacerbate economic inequality.
2. Ethical and Social Challenges: AI raises concerns related to privacy, decision-making transparency, and biases embedded in algorithms. For example, biased AI systems in recruitment can perpetuate discrimination, and lack of accountability can lead to social mistrust (O'Neil, 2016).

Conclusion

Both cognitive dissonance and artificial intelligence profoundly influence consumer behavior and economic landscapes. Marketers should understand dissonance to foster customer confidence, while policymakers and business leaders must navigate AI's dual-edged impact on employment and societal well-being. As AI continues to evolve, strategic measures are essential to maximize its benefits while mitigating associated risks, ensuring sustainable progress and inclusive growth.

References

• Brynjolfsson, E., & McAfee, A. (2014). The second machine age: Work, progress, and prosperity in a time of brilliant technologies. W. W. Norton & Company.
• Frey, C. B., & Osborne, M. A. (2017). The future of employment: How susceptible are jobs to computerisation? Technological Forecasting and Social Change, 114, 254-280.
• Kopelman, R. E., Prottas, D. J., & Creamer, B. (2006). Cognitive dissonance: Progress on a pivotal theory in organization and management theory. Journal of Management, 32(6), 924-958.
• Manyika, J., Chui, M., Miremadi, M., Bughin, J., George, K., Willmott, P., & Dewhurst, M. (2017). A future that works: Automation, employment, and productivity. McKinsey Global Institute.
• O'Neil, C. (2016). Weapons of math destruction: How big data increases inequality and threatens democracy. Crown Publishing Group.