What is it?

Cognitive dissonance occurs when an individual experiences discomfort due to conflicting beliefs, expectations, or information. In digital experiences, dissonance can arise when messaging, behaviour, or outcomes feel inconsistent.

Dissonance increases hesitation and abandonment.

Examples in Action

• Messaging promising simplicity followed by complex flows
  
• Price expectations conflicting with final cost
  
• Brand tone misaligned with experience quality
  
• Trust claims contradicted by design or content
  

Typical Outcomes / Results

• Increased hesitation or abandonment
  
• Reduced trust and confidence
  
• Lower conversion rates
  
• Improved performance when inconsistencies are resolved
  

This definition reflects well-established psychological theory.