Management Glossary

  Search Results: cognitive dissonance
cognitive dissonance
The discomfort that someone feels when trying to hold two or more opposing thoughts at the same time. In business, this has implications in at least two areas. In marketing, immediately after a major purchase, people will be uncomfortable thinking that they were foolish to make that purchase, so they will welcome messages that confirm the wisdom of the purchase and filter out the messages that counter it. In organizational behavior, it is suggested that one way to get people to change a behavior or a position is to assign them the task of preparing a case supporting the desired belief/behavior. In theory, this would create cognitive dissonance within them and, since they would feel foolish arguing in favor of something with which they disagree, they will begin to shift his or her belief/behavior. Obviously, there are limits to this theory.
Contributed by: ManagerWise Staff
See: organizational behavior

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