The term attitude towards the ad refers to the way you react after making a perception about the ad. Liking of an advertisement can be described as an attitude towards that ad which ultimately leads to the effectiveness of that ad Haley and Baldinger, Attitude toward advertising is an affective construct with a cognitive component and is useful in explaining the influences of ad exposure on consumer brand beliefs, brand attitude and purchase intention Mitchell and Olson, Some of the researches attitude towards the advertisement is categorized into different areas that are affective responses by the customers towards an advertisement Andrew,
Thus, people are motivated to change either their behavior or their belief when feelings of dissonance arise. For the world of the communication researchers, it also brought about the birth of one of the most notable behavioral theories known to date — the Cognitive Dissonance Theory. Such is the case of Leon Festinger. This is considered Cognitive Dissonance, A psychological term used to describe mental conflict that occurs when beliefs or assumptions are contradicted by new information; arouses unease or tension; relieved by one of several defensive maneuvers:.
How do human beings make decisions? What triggers a person to take action at any given point? These are all questions that I will attempt to answer with my theoretical research into Leon Festinger's theory of cognitive dissonance, as well as many of the other related theories. We often do not realize the psychological events that take place in our everyday lives. It is important to take notice of theories, such as the balance theory, the congruency theory and the cognitive dissonance theory so that one's self-persuasion occurs knowingly.
Psychology is defined as the scientific study of all sorts of behavior and mental processes. There are many concepts which are an important part of this field. And some of those concepts include cognition, behavioral therapy, psychotherapy, id, ego, superego, emotions, thoughts, and other concepts.