%0 Journal Article
%T Relevance of cognitive dissonance, activation and involvement to branding: An overview
%A Sahgal
%A Arti
%A Elfering
%A Achim
%J Escritos de Psicolog¨Şa (Internet)
%D 2011
%I Scientific Electronic Library Online
%X this study examines consumer behavior from the perspective of cognitive psychology. it focuses on a set of cognitive psychological determinants of buyer behavior and analyzes how cognitive dissonance, activation and involvement influence consumer behavior. the literature indicates that a deeper insight into the cognitive processes underlying purchase behavior is essential for brand managers to create and communicate interventions that may have a stronger impact on the buyer such that their brand occupies a special position in the consumer's mind. up to now, the conflict between presenting a brand in a both favorable light and completely accurately has been rarely addressed in the literature.
%K branding
%K consumer behavior
%K cognitive processes
%K cognitive dissonance.
%U http://scielo.isciii.es/scielo.php?script=sci_abstract&pid=S1989-38092011000300002&lng=en&nrm=iso&tlng=en