Implicit Association Tests allow measurement of sub-conscious motivations

Cognitive Dissonance

Definition:

Cognitive dissonance is the uncomfortable feeling people get when their actions and beliefs are not consistent. This is a powerful motivator for people to change their beliefs or actions as people dislike the tension it makes. Create cognitive dissonance when you are faced with status quo bias as if you then offer a solution that resolves the cognitive dissonance people will often take it to remove the tension they are feeling.

Resources:

Conversion marketing – Glossary of Conversion Marketing.

Over 300 tools reviewed – Digital Marketing Toolbox.

A/B testing software – Which A/B testing tools should you choose?

Types of A/B tests – How to optimise your website’s performance using A/B testing.

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