Dr. Andrew Hurley, our Founder and Chief Learning Officer, recently guest wrote for Packaging World in an article titled, "Cognitive Dissonance and the Point of Minimum Justification." Dr. Hurley reflects on how to craft cognitive dissonance through packaging design and the importance of offering a minimum point of justification for consumers.
Dr. Hurley stated:
"Cognitive dissonance is defined as the state of having inconsistent cognitions—thoughts, beliefs, or attitudes—especially as relating to behavioral decisions and attitude change. For example, if cognitions agree, there is consonance. But, when cognitions disagree, there is dissonance, and dissonance results in stress. We'll do everything we can to mitigate dissonance and return to consonance."
"You're wandering down the frozen dessert aisle, perusing the vast variety of ice cream offerings. Aside from a few outliers, there are only a dozen or so flavors represented, so how do brands distinguish themselves? One way is the "super premium" promise, and here is where the cognitive dissonance comes into play. Super-premium ice cream is packaged in pints, whereas store brands and more conventional ice creams are packaged in 1.5-quart to half-gallon sizes, and in most cases, the pints only cost 10% to 20% less than the much larger sizes. Common sense says that the larger size is obviously a better value, so cognitive dissonance is created because, regardless of value, you're still inexplicably drawn to the pint."
"The true trick here is riding that fine line between overt manipulation and a subconscious suggestion that your product will enrich the life of the consumer. A "good deal" will sell your product once, but a good feeling will create a long-term customer. How will you find that line, that minimum point of justification? Consumer testing. Specifically, quantitative consumer testing, via biometric eye-and emotion-tracking technology."
Read the full article here!
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