An important element of human behavior is the idea of reward. Even with products that are essential to our everyday lives, we want to feel that we've somehow "won"; we've beat the system, solved a problem, alleviated a stressor, or just accepted that we deserve a treat. As marketers, we have a number of tools at our disposal to capitalize on these feelings, and one (somewhat controversial) method is the purposeful creation of cognitive dissonance.
展开▼
