Different approach to the theory of cognitive dissonance: Perception of a dissonant consumer depending on her group belonging

Although marketers have long been interested in the theory of cognitive dissonance, we found evidence that it may have been misused in marketing practices. This is due to a lack of interest for the way inconsistent consumers are perceived. Our findings suggest that a consumer that changes her attitude in favor of a product will be seen as lacking competence. This is especially true if the inconsistent consumer is an in-group member. Our study implies that marketers should use a spokesperson that is seen as an in-group member and that is behaving in a consistent manner.