BİLİŞSEL ÇELİŞKİ TEORİSİ ve PAZARLAMADA KULLANILMA ALANI

Özet

For the individııals psychological comfort, consistency in his behavior is essential. When inconsistencies in behavior are experienced, each individual strives toward ccpsistencies among his opinions, attitudes, and values. Since the existence of dis-sonance will be a motivating factor, the person will try to re-duce the psychologically uncomfortable State through several methods.