In Brief
The mental discomfort of holding contradictory beliefs or experiences simultaneously.
Cognitive dissonance is the psychological tension that arises when someone's beliefs, attitudes, or behaviors are inconsistent. For customers, this occurs when a brand's touchpoints feel disconnected, undermining trust and satisfaction. For employees, it happens when the company's identity and their daily experience don't align.
Founder & Strategic Architect
BS Business Management, Indiana University Kelley School of BusinessBusiness Excellence Program (Accelerate), AllerganFundamentals of Digital Marketing, Google Digital AcademyFounder & Strategic Architect, StrataVera Consulting & CoachingDirector of Business Development, AOB Med Spa (Diamond Allergan)