Social Media-Causing Dissonance User Product Switching

Abstract

A well-known psychological phenomenon called cognitive dissonance the state of the psyche which appears in the case of inconsistent beliefs, attitudes, or behaviours has long been considered the decisive factor in consumer decision-making. This is increased in the modern context of ubiquitous social media where users often end up dropping the products of their choice at first in reaction to post purchase guilt inspired by social media forces. The article under consideration studies the role of social media sites in enhancing the level of cognitive dissonance so that consumers can be prompted to replace one product with another. Based on theoretical foundations in the areas of psychology and marketing, the study argues that exposure to conflicting information, peer reviews and recommendation of influencers on social media increase dissonance and leads to brand or products switching behaviour.  The qualitative approach as the methodology involved the semi-structured interviews with consumers who had undergone product switching due to dissonance caused by social media. Thematic analysis revealed several important patterns, such as how algorithmic feeds amplify conflicting narratives and how emotional social comparison can be. The results show that the dissonance state is especially severe in high-involvement purchases, including electronics and fashion, in which social media serves as a stimulus to reconsideration. These insights are combined with the existing literature and implications of the discussion are made to the marketers in alleviating dissonance by deploying specific strategies. In the end, the article adds to the improved knowledge on digital consumer behaviour, and it is important to note that ethical practices on social media are required to minimize unnecessary switches and maximize satisfaction.