Perhaps brand advertising has got it wrong →
I have always been unable to reconcile a common argument for the power of branding with my understanding of cognitive dissonance, particularly since the main goals of most advertising is to convince people to change their behavior and try the advertised product.
With branding, action follows belief. In other words, if a person identifies with the brand imagery associated with a product or service, he or she would then form a preference for the brand, leading to a purchase.
But cognitive…
