Advertisement

Customer Happiness: The Role of Cognitive Dissonance and Customer Experience

Chapter
  • 113 Downloads
Part of the Studies in Rhythm Engineering book series (SRE)

Abstract

Creating a superior customer experience is a definitive means to customer happiness. The customer experience though must have meaning and context. However, when the delivered experience is at odds with the customer’s closely held beliefs and values, this creates cognitive dissonance, and instead of the happiness, it is supposed to generate, unhappiness and disengagement results. This chapter explores a unique perspective on cognitive dissonance, customer experience, their linkage and possible outcomes in order to drive customer happiness.

References

  1. Aronson, E. (1968). Dissonance theory: Progress and problems. In R. P. Abelson, E., Aronson, T. M. Newcomb, M. J. Rosenberg, & P. H., Tannenbaum (Eds.), Theories of cognitive consistency: A sourcebook (pp. 5–27). Chicago, IL: Rand McNally.Google Scholar
  2. Carlsmith, J. M., Collins, B. E. & Helmreich, R. L. (1966). Studies in forces compliance: I. The effect of pressure for compliance on attitude change produced by face to face role playing and anonymous essay writing. Journal of Personality and Social Psychology, 4(1), 1–13.Google Scholar
  3. Cooper, J. (1971). Personal responsibility and dissonance: The role of the foreseen consequences. Journal of Personality and Social Psychology, 18, 354–363.CrossRefGoogle Scholar
  4. Cooper, J. (2007). Cognitive dissonance: 50 years of a classic theory. Sage Publications.Google Scholar
  5. Cooper, J., & Fazio, R. (1984). A new look at Dissonance theory. In L. Berkowitz (Ed.), Advances in experimental social psychology (Vol. 17, pp. 229–264). Orlando, FL: Academic Press.Google Scholar
  6. Cooper, J., & Hogg, M. A. (2007). Feeling the anguish of others: A theory of vicarious dissonance. In M. P. Zanna (Ed.), Advances in experimental social psychology (Vol. 39). San Diego, CA.Google Scholar
  7. Festinger, L. (1957). A theory of cognitive dissonance. Stanford, CA: Stanford University Press.Google Scholar
  8. Harman-Jones, E. (1999). Toward an understanding of the motivation underlying dissonance effects: Is the production of aversive consequences necessary? In E. Harman-Jones & J. Mills (Ed.), Cognitive dissonance: Progress on a pivotal theory in social psychology (pp. 71–103). Washington, D.C.: American Psychological Association.Google Scholar
  9. Linder, D. E., Cooper, J., & Jones, E. E. (1967). Decision freedom as a determinant of the role of incentive magnitude in attitude change. Journal of Personality and Social Psychology, 6, 245–254.CrossRefGoogle Scholar
  10. Norton, M. I., Monin, B., Cooper, J., & Hogg, M. A. (2003). Vicarious dissonance: Attitude change from the inconsistency of others. Journal Personality and Social Psychology, 85, 47–62.CrossRefGoogle Scholar
  11. Rosenfeld, P., Kennedy, J. G., & Giacalone, R. A. (2001). Decision making: A demonstration of the post-decision dissonance effect. Journal of Social Psychology, 126(5), 663–665.CrossRefGoogle Scholar
  12. Rust, R. T., Zeithaml, V. A., & Lemon, K. N. (2000). Driving customer equity: How customer lifetime value is reshaping corporate strategy. New York: The Free Press.Google Scholar
  13. Schmitt, B. (1999). Experiential marketing. Journal of Marketing Management.Google Scholar
  14. Schmitt, B. (2003). Customer experience management. New York: Wiley.Google Scholar
  15. Sharma, M. K. (2014). The impact on consumer buying behaviour: Cognitive dissonance. Global Journal of Finance and Management, 6(9), 833–840.Google Scholar
  16. Spiess, J., T’Joens, Y., Dragnea, R., Spencer, P., & Philippart, L. (2014). Using big data to improve customer experience and business performance. Bell Labs Technical Journal, 18(4), 3–17.  https://doi.org/10.1002/bltj.21642.CrossRefGoogle Scholar
  17. Steele, C. M., & Liu, T. J. (1983). Dissonance processes as self-affirmation. Journal of Personality and Social Psychology, 45, 5–19.CrossRefGoogle Scholar
  18. Stone, J., & Cooper, J. (2001). A self-standards model of cognitive dissonance. Journal of Experimental Social Psychology, 37, 228–243.CrossRefGoogle Scholar
  19. Thibodeau, R., & Aronson, E. (1992). Taking a closer look: Reasserting the role of the self-concept in the dissonance theory. Personality and Social Psychology Bulletin, 18, 591–602.CrossRefGoogle Scholar

Copyright information

© The Author(s), under exclusive license to Springer Nature Singapore Pte Ltd. 2021

Authors and Affiliations

  1. 1.PuneIndia

Personalised recommendations