Celebrity Endorsement: Creating Cognitive Dissonance Among Consumers Celebrity Endorsement: Creating Cognitive Dissonance Among Consumers Celebrity Endorsement: Creating Cognitive Dissonance Among Consumers Celebrity Endorsement

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CELEBRITY ENDORSEMENT: CREATING COGNITIVE DISSONANCE AMONG CONSUMERS ABSTRACT This paper analyses the various effects of celebrity endorsements on consumer buying behavior through a descriptive study. With a sample size of 100, top of mind awareness of various brand endorsed by a celebrity was explored. It also analyses cognitive dissonance among consumers, various factors which influence consumer buying behavior and whether any downfall in the celebrity’s image also affects or brings down the brand’s image. The participants in the survey were indifferent to the negative controversies regarding their favourite celebrities. The experimental study revealed that product features have more impact on the consumer buying but still most…show more content…
Dissonance produces a psychological discomfort. This condition led people to change their thoughts, feelings or actions in order to reach a state of consonance or harmony. Dissonance could arise from logical inconsistency, from cultural mores, because of past experiences and because of one specific opinion, sometimes included by definition, in a more general opinion. Another facet of the theory is that a person, after a purchase decision, seems to be under pressure by the fact of his or her choice and looks for more information concerning the reserved option. When a consumer has made a commitment to buy a product, particularly an expensive one, Inconstancy or dissonance exists between the facts that the two brands are equally attractive and that on brand chosen, the buyer lose out on the good qualities of the one not chosen. LITERATURE REVIEW RESEARCH OBJECTIVE The objective of the research study was to get a sense of whether celebrity endorsement is creating a dissonance among consumers with celebrities endorsing multiple products. The Indian television advertising is crowded with almost all the brands having one or the other celebrities endorsing for them. At present in India, the Indian cricket captain Mahindra singh Dhoni is endorsing 25 brands, while Shahrukh Khan 16 and Sachin Tendulkar endorsing 15 brands (India Today Sept 2010). Consumer associates a

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