All multiattribute attitude models specify the importance of attributes, beliefs, and ________.

According to the principle of cognitive consistency, consumers value harmony among their thoughts, feelings, and behaviors, and they are motivated to maintain uniformity among these elements. If necessary, consumers will change their thoughts, feelings, or behaviors to make them consistent with their other experiences.

Cognitive dissonance theory is one of the most influential approaches to attitudes based upon the consistency principle. The theory focuses on situations where two cognitive elements are inconsistent, creating a feeling of discomfort that the consumer is motivated to reduce by making things fit with one another. Dissonance can be reduced by eliminating, adding, or changing elements. The pressure to reduce dissonance is more likely to be observed in high-involvement situations where the elements are important to the individual.
An application of dissonance theory is that evaluations of a product tend to become more positive after the product has been purchased. Consumers find even more reasons to like something after it becomes theirs. An implication of this phenomenon is that consumers actively seek support for their purchase decisions; marketers should supply them with additional reinforcement to build positive brand attitudes.

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