{"id":111858,"date":"2019-01-24T12:51:37","date_gmt":"2019-01-24T12:51:37","guid":{"rendered":"https:\/\/staging.wingify.com\/blog\/cognitive-dissonance-more-conversions\/"},"modified":"2026-09-07T12:53:11","modified_gmt":"2026-09-07T07:23:11","slug":"cognitive-dissonance-more-conversions","status":"publish","type":"post","link":"https:\/\/wingify.com\/blog\/cognitive-dissonance-more-conversions\/","title":{"rendered":"Cognitive Dissonance: How You Can Resolve It And Drive More Conversions"},"content":{"rendered":"<p>Cognitive dissonance is the <strong>psychological discomfort we experience when our belief clashes with contradictory information<\/strong>. This unsettling state of anguish, in turn, motivates us to reconcile the difference, either by changing our behavior or altering the importance of conflicting\/dissonant beliefs.<\/p>\n<p>Let\u2019s take an example.<\/p>\n<p>A smoker enjoys smoking, but also knows it&#8217;s detrimental to health. To minimize dissonance, they can give up smoking (change behavior) or rationalize their habit saying everyone has to die one day, or it isn\u2019t as harmful as drinking. The latter sounds bizarre, but shows the extent to which people are willing to go to reclaim their peace of mind!<\/p>\n<div class=\"insert-quote-blue\">\n<p>So what\u2019s it got to do in an ecommerce setup? A lot.<\/p>\n<\/div>\n<p>As more and <a href=\"https:\/\/www.statista.com\/statistics\/534123\/e-commerce-share-of-retail-sales-worldwide\/\" target=\"_blank\" rel=\"noopener noreferrer\">more people are shopping online<\/a>, they\u2019re also becoming increasingly skeptical. They notice every tiny detail before they hand over their hard-earned money to you! This means there\u2019s even more of a chance that if they come across any conflicting information on your website, they will experience cognitive dissonance.<\/p>\n<p>You, therefore, must identify loopholes and create a plan that solidifies their trust in you.<\/p>\n<p>Wondering what can trigger cognitive dissonance and how to deal with it? Keep reading to find out.<\/p>\n<h2>Display Trust Signals On Your Website<\/h2>\n<p>As a safety measure, one of the first things online shoppers do to<strong> lower the perceived risk of transaction<\/strong> is look for trust signals, some of which are discussed below.<\/p>\n<h3>#1: Multiple, Reputable Payment Options<\/h3>\n<p>According to a survey published on HubSpot, <a href=\"http:\/\/blog.hubspot.com\/marketing\/consumer-psychology-ecommerce-checkout-infographic\">59% of buyers<\/a> abandon a transaction if their preferred payment option isn\u2019t available. Why? Because people have a varying degree of loyalty towards different payment methods. So bear that in mind and tailor your payment process accordingly. You\u2019ll be leaving a lot of money on the table if you don\u2019t!<\/p>\n<p>Think about your target audience demographics and <a href=\"https:\/\/www.capitatranslationinterpreting.com\/online-payment-methods\/\" target=\"_blank\" rel=\"noopener noreferrer\">payment behavior in specific countries and regions<\/a>. After all, the mode of payment popular in the US may not necessarily be as popular in Asia.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\" wp-image-20827 aligncenter\" src=\"https:\/\/static.wingify.com\/gcp\/uploads\/abtasty\/image9-3.png\" alt=\"online payment methods\" width=\"490\" height=\"441\" \/><\/p>\n<h3><b>#2: Trust Logos <\/b><\/h3>\n<p>With fraud cases on the rise, people are wary about sharing their private information, fearing it will be misused. The good news though is that with trust logos (privacy seals, SSLs, or brand association badges) in place you can tell your customers they are in safe hands.<\/p>\n<p>So, which ones are recommended to use on your website? Well, there\u2019s no one straightforward answer. A famous <a href=\"https:\/\/baymard.com\/blog\/site-seal-trust\" target=\"_blank\" rel=\"noopener noreferrer\">Baymard\u2019s trust study from 2013<\/a> states that people don\u2019t have a preference between trust seals and SSL seals, but they definitely show a preference for antivirus companies, possibly because they are familiar with them. <strong>This perceived sense of security based on familiarity implies that people simply want to see a trust seal because it makes them feel safe<\/strong>.<\/p>\n<p>To dig a little deeper, <a href=\"https:\/\/conversionxl.com\/research-study\/trust-seals\/\" target=\"_blank\" rel=\"noopener noreferrer\">CXL Institute<\/a> conducted a study to expand on the above-stated Baymard Institute\u2019s findings. They found out that <strong>familiar brands like Norton, Visa, Mastercard, PayPal, and Google are the most trusted seals when paying online. What they also discovered was gender and generational differences in \u2018perceived\u2019 security. Clearly, this means you must optimize for your audience and not randomly choose a trust logo<\/strong>.<\/p>\n<figure id=\"attachment_20829\" aria-describedby=\"caption-attachment-20829\" style=\"width: 441px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" class=\" wp-image-20829\" src=\"https:\/\/static.wingify.com\/gcp\/uploads\/abtasty\/image2-5.png\" alt=\"Payment logos\" width=\"441\" height=\"593\" \/><figcaption id=\"caption-attachment-20829\" class=\"wp-caption-text\">Verified by Visa Program and MasterCard Secure Code on the Victoria\u2019s Secret checkout page.<\/figcaption><\/figure>\n<h3>#3: Reviews and Testimonials<\/h3>\n<p>By showcasing <a href=\"https:\/\/wingify.com\/blog\/anchoring-bias-decision-making\/\" target=\"_blank\" rel=\"noopener noreferrer\">social proof<\/a> on the homepage, product or the pricing page, and near the shopping cart, you will:<\/p>\n<ul>\n<li>Reassure your customers of their choice.<\/li>\n<li>Counter any objection\/contradictory thought that surfaces in their mind.<\/li>\n<li>Stop them from unnecessarily overthinking the consequences.<\/li>\n<\/ul>\n<figure id=\"attachment_20830\" aria-describedby=\"caption-attachment-20830\" style=\"width: 500px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" class=\"wp-image-20830 size-medium\" src=\"https:\/\/static.wingify.com\/gcp\/uploads\/abtasty\/2019\/01\/image13-2-500x233.png\" alt=\"Social proof example\" width=\"500\" height=\"233\" \/><figcaption id=\"caption-attachment-20830\" class=\"wp-caption-text\">LeadQuizzes uses &#8216;wisdom of the crowd&#8217; on the pricing page to positively influence their website visitors.<\/figcaption><\/figure>\n<p>If you run a platform like Etsy, it&#8217;s a good idea to add seller ratings to put your customers at ease, as shown below.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"size-full wp-image-20831 aligncenter\" src=\"https:\/\/static.wingify.com\/gcp\/uploads\/abtasty\/image15.png\" alt=\"Etsy social proof\" width=\"1279\" height=\"937\" \/><\/p>\n<h3>#4: Money Back Guarantee<\/h3>\n<p>Giving a money back guarantee is a surefire way to keep post-purchase dissonance at bay. There\u2019ll be no room for regret because the stakes are low. Customers can return the product if they are even slightly dissatisfied with it!<\/p>\n<p>But simply ensuring a money back guarantee isn\u2019t sufficient. You\u2019ve got to have a simple and transparent return and refunds process explained on your website. There\u2019s every chance these customers will buy from you again. Here\u2019s proof: <a href=\"https:\/\/www.practicalecommerce.com\/4-Tips-for-Better-Ecommerce-Returns-and-Exchanges\" target=\"_blank\" rel=\"noopener noreferrer\">95% of shoppers prefer buying again from the same platform<\/a> if they had a positive and convenient exchange or return experience.<\/p>\n<figure id=\"attachment_20833\" aria-describedby=\"caption-attachment-20833\" style=\"width: 961px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" class=\"size-full wp-image-20833\" src=\"https:\/\/static.wingify.com\/gcp\/uploads\/abtasty\/image3-2-1.png\" alt=\"Zappos money back\" width=\"961\" height=\"526\" \/><figcaption id=\"caption-attachment-20833\" class=\"wp-caption-text\">Step-by-step explanation of return procedure on Zappos<\/figcaption><\/figure>\n<h2>Order Confirmation Transaction Emails<\/h2>\n<p>If you didn\u2019t know, an<strong> order confirmation email<\/strong> has the highest average open rates at 70%! Two reasons why:<\/p>\n<p>First, it casts away a customer\u2019s apprehension and informs them that their order has been received. Second, it gives them a sense of security; these emails function as receipts required at the time of reimbursement and returns.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"size-full wp-image-20834 aligncenter\" src=\"https:\/\/static.wingify.com\/gcp\/uploads\/abtasty\/image5-1.png\" alt=\"order confirmation email graph\" width=\"510\" height=\"353\" \/><\/p>\n<p>If you haven\u2019t been sending order confirmation emails, you\u2019re breaching their trust. The only way to right this wrong is to start sending them and make sure they include:<\/p>\n<ul>\n<li>A <a href=\"https:\/\/www.statista.com\/statistics\/260678\/e-mail-open-click-rates-personalization\/\" target=\"_blank\" rel=\"noopener noreferrer\">personalized<\/a> thank you note to extend the excitement of their purchase.<\/li>\n<li>Purchase details, like the order number, purchased item (with images), payment details, delivery address etc.<\/li>\n<li>Shipment tracking and an estimated delivery time frame.<\/li>\n<li>Customer services\u2019 contact information and a link back to the website.<\/li>\n<\/ul>\n<figure id=\"attachment_20837\" aria-describedby=\"caption-attachment-20837\" style=\"width: 725px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" class=\"size-full wp-image-20837\" src=\"https:\/\/static.wingify.com\/gcp\/uploads\/abtasty\/image11.png\" alt=\"Amazon example for shipping\" width=\"725\" height=\"727\" \/><figcaption id=\"caption-attachment-20837\" class=\"wp-caption-text\">Amazon\u2019s email containing relevant shipping and order details<\/figcaption><\/figure>\n<h2>Leverage the Choice-Supportive Bias<\/h2>\n<p>Have you ever bought something and immediately regretted it, but also defended your decision because you believe you don\u2019t make bad decisions? That\u2019s <a href=\"https:\/\/en.wikipedia.org\/wiki\/Choice-supportive_bias\" target=\"_blank\" rel=\"noopener noreferrer\">choice-supportive bias<\/a> in action.<\/p>\n<p>During this decision-rationalizing process, we tend to \u2018ascribe positive attributes\u2019 to our choice and amplify the negative features of the rejected option. Think of it as a way to reduce cognitive dissonance.<\/p>\n<p>When it comes to your customers, <strong>you can reinforce the bias by sending positive and reassuring messages during key stages of their journey<\/strong>. They will end up feeling terrific about themselves!<\/p>\n<p><em>\u2018Great choice, there\u2019 or \u2018Your cart has some of our bestsellers\u2019<\/em>\u00a0 is a perfect way to flatter someone adding a product to their cart. It validates their choice and motivates them to keep shopping. You can also recover abandoned carts by featuring testimonials in your emails. It triggers the choice-supportive bias and before you know it, your customer\u2019s back on the purchase path!<\/p>\n<p>In fact, once they checkout, pep them up with a congratulatory, \u2018What fine taste\u2019 message!<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\" wp-image-20839 aligncenter\" src=\"https:\/\/static.wingify.com\/gcp\/uploads\/abtasty\/image7-5.png\" alt=\"choice support bias example\" width=\"522\" height=\"411\" \/><\/p>\n<p>Another way to activate choice-supportive bias is by pitting free and premium features against each other. \u00a0The free trial user will immediately be more confident about their choice and might even become a paying customer!<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"size-full wp-image-20840 aligncenter\" src=\"https:\/\/static.wingify.com\/gcp\/uploads\/abtasty\/image10-2.png\" alt=\"LinkedIn example\" width=\"410\" height=\"726\" \/><\/p>\n<h2>Create a Sense of Closure<\/h2>\n<p>Customers love having choices but also find it overwhelming. Even when they do zero down on one and buy it, they agonize over <em>all the other still available options<\/em> and begin to regret their decision! This is why it\u2019s important you offer some kind of choice closure to your customers and shut their minds off from alternate choices!<\/p>\n<p><strong>An effective choice closure strategy is asking for product reviews<\/strong>. Make sure you time your request and ensure they\u2019ve used your product long enough to write a review that\u2019s closer to their actual experience.<\/p>\n<figure id=\"attachment_20841\" aria-describedby=\"caption-attachment-20841\" style=\"width: 602px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" class=\" wp-image-20841\" src=\"https:\/\/static.wingify.com\/gcp\/uploads\/abtasty\/image6-2-1.png\" alt=\"Sephora reviews\" width=\"602\" height=\"794\" \/><figcaption id=\"caption-attachment-20841\" class=\"wp-caption-text\">This Sephora email includes a sample review and rating to motivate customers to write their own!<\/figcaption><\/figure>\n<h2><span style=\"font-weight: 400\">Provide Exceptional Customer Service and Support<\/span><\/h2>\n<p><span style=\"font-weight: 400\">There\u2019s nothing more dreadful than dealing with a customer who\u2019s having second thoughts about their purchase! It may seem like all your efforts of building a customer-client relationship have gone to waste. One way you can rectify this situation is by providing an excellent customer service. And it starts with being there for them at every stage of their buyer\u2019s journey. <\/span><\/p>\n<p><a href=\"https:\/\/www.inc.com\/peter-roesler\/american-express-study-shows-rising-consumer-expectations-for-good-customer-service.html\" target=\"_blank\" rel=\"noopener noreferrer\"><span style=\"font-weight: 400\">7 out of 10 U.S. consumers<\/span><\/a><span style=\"font-weight: 400\"> say they\u2019ve spent more money to do business with a company that delivers great service. Plus, when it comes to making a purchase, <\/span><a href=\"https:\/\/www.gartner.com\/doc\/2857722?ref=clientFriendlyURL\" target=\"_blank\" rel=\"noopener noreferrer\"><span style=\"font-weight: 400\">64% of people find customer experience more important than price<\/span><\/a><span style=\"font-weight: 400\">. <\/span><\/p>\n<p><span style=\"font-weight: 400\">What\u2019s interesting is that even businesses have realized it:<\/span><\/p>\n<figure id=\"attachment_20843\" aria-describedby=\"caption-attachment-20843\" style=\"width: 500px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" class=\"wp-image-20843 size-medium\" src=\"https:\/\/static.wingify.com\/gcp\/uploads\/abtasty\/2019\/01\/image4-4-500x303.png\" alt=\"Econsultancy\u2019s 2018 DIgital Trends Report\" width=\"500\" height=\"303\" \/><figcaption id=\"caption-attachment-20843\" class=\"wp-caption-text\"><a href=\"https:\/\/econsultancy.com\/reports\/digital-intelligence-briefing-2018-digital-trends\/\" target=\"_blank\" rel=\"noopener noreferrer\">Econsultancy\u2019s 2018 DIgital Trends Report<\/a><\/figcaption><\/figure>\n<p><span style=\"font-weight: 400\">Speaking of which, here\u2019s how you can follow suit and prioritize customer satisfaction: <\/span><\/p>\n<ul>\n<li>Ensure your customer services and support team knows the business inside-out.<\/li>\n<li>Have a contact page easily accessible from anywhere on the website.<\/li>\n<li>Mention how long it takes you to respond to queries. It\u2019s called expectations management.<\/li>\n<li>Do away with canned responses; become more human.<\/li>\n<li><strong>Use a <a href=\"https:\/\/optinmonster.com\/pricing-page-best-practices\/#price18\" target=\"_blank\" rel=\"noopener noreferrer\">live chat tool<\/a> for faster customer support and better customer experience<\/strong>. A study revealed that as many as <strong>77% of customers won\u2019t make a purchase on a website if there\u2019s no live chat option available<\/strong>!<\/li>\n<\/ul>\n<figure id=\"attachment_20844\" aria-describedby=\"caption-attachment-20844\" style=\"width: 500px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" class=\"wp-image-20844 size-medium\" src=\"https:\/\/static.wingify.com\/gcp\/uploads\/abtasty\/2019\/01\/image14-500x337.png\" alt=\"live chat graph\" width=\"500\" height=\"337\" \/><figcaption id=\"caption-attachment-20844\" class=\"wp-caption-text\"><a href=\"https:\/\/econsultancy.com\/consumers-prefer-live-chat-for-customer-service-stats\/\" target=\"_blank\" rel=\"noopener noreferrer\">Source\u00a0<\/a><\/figcaption><\/figure>\n<p>Once a customer has a stellar experience with your brand, they will stick with you for longer and become repeat customers. Furthermore, their word-of-mouth marketing will grow your existing customer base!<\/p>\n<figure id=\"attachment_20854\" aria-describedby=\"caption-attachment-20854\" style=\"width: 500px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" class=\"wp-image-20854 size-medium\" src=\"https:\/\/static.wingify.com\/gcp\/uploads\/abtasty\/2019\/01\/image1-6-500x362.png\" alt=\"word of mouth marketing \" width=\"500\" height=\"362\" \/><figcaption id=\"caption-attachment-20854\" class=\"wp-caption-text\"><a href=\"https:\/\/blog.hubspot.com\/news-trends\/customer-acquisition-study?_ga=2.210480725.1341149198.1546853503-103538654.1546686149\" target=\"_blank\" rel=\"noopener noreferrer\">Source<\/a><\/figcaption><\/figure>\n<h2>Send Feedback Surveys to Feel Your Customer\u2019s Pulse<\/h2>\n<p><strong>Listening to your customers is the quickest way to learn what causes buyer\u2019s remorse<\/strong>. But getting actionable insights means asking the right questions. Have a look on what to ask:<\/p>\n<ul>\n<li>What made you buy the product?<\/li>\n<li>How is it helping you?<\/li>\n<li>What doubts did you have before buying it?<\/li>\n<li>What was the biggest challenge in finding the right product?<\/li>\n<li>What made you nearly abandon our website?<\/li>\n<li>Was there any particular information you couldn\u2019t find an answer to on the website?<\/li>\n<li>Any other comments or remarks?<\/li>\n<\/ul>\n<p>Meanwhile, it also helps to follow some of the best practices when creating a survey:<\/p>\n<ul>\n<li>Use simple, jargon-free language.<\/li>\n<li>Throw in a variety of questions, e.g.: multiple choice, likert scale, ranking, rating etc.<\/li>\n<li>Ask neutral questions like \u2018How helpful was our customer services team today?\u2019.<\/li>\n<li>Avoid double-barrelled questions, which means address only one topic per question.<\/li>\n<li>Show a progress bar to keep them going.<\/li>\n<li>Ask open-ended questions towards the end.<\/li>\n<li>Test on multiple devices.<\/li>\n<li>Always A\/B test.<\/li>\n<\/ul>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"size-full wp-image-20855 aligncenter\" src=\"https:\/\/static.wingify.com\/gcp\/uploads\/abtasty\/image8-2.png\" alt=\"survey\" width=\"1119\" height=\"479\" \/><\/p>\n<p>With that taken care of comes the <strong>timing of the survey. Ideally, send it when you\u2019re still fresh in their minds. Their answers will be closer to their actual experience and you\u2019ll be on your way to fixing bad experiences in no time!<\/strong><\/p>\n<h2><span style=\"font-weight: 400\">Connect With Them Over Your Blog<\/span><\/h2>\n<p><span style=\"font-weight: 400\">The more invested a customer is in you, the stronger the chances they will slip into a state of cognitive dissonance. It\u2019s especially true for B2B buyers. <\/span><\/p>\n<p><span style=\"font-weight: 400\">To tackle this, develop an ongoing stream of content in the form of a blog. Apparently, <\/span><a href=\"https:\/\/business.linkedin.com\/en-uk\/marketing-solutions\/blog\/posts\/B2B-Marketing\/2018\/B2B-buyers-have-spoken-heres-what-they-want-from-your-content-marketing\" target=\"_blank\" rel=\"noopener noreferrer\"><span style=\"font-weight: 400\">71% of B2B buyers<\/span><span style=\"font-weight: 400\"> engage with blogs<\/span><\/a> <span style=\"font-weight: 400\">during the purchasing process. Your customers are no different. A Content Preferences Survey Report says, <\/span><a href=\"http:\/\/e61c88871f1fbaa6388d-c1e3bb10b0333d7ff7aa972d61f8c669.r29.cf1.rackcdn.com\/DGR_DG036_SURV_ContentPref_Feb_2016_Final.pdf\" target=\"_blank\" rel=\"noopener noreferrer\"><span style=\"font-weight: 400\">47% of buyers consume three to five pieces of content<\/span><\/a><span style=\"font-weight: 400\"> before contacting a sales rep.<\/span><\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\" wp-image-20856 aligncenter\" src=\"https:\/\/static.wingify.com\/gcp\/uploads\/abtasty\/image12-1.png\" alt=\"Content survey\" width=\"524\" height=\"502\" \/><\/p>\n<p>Once you <a href=\"https:\/\/blog.hubspot.com\/marketing\/blogging-frequency-benchmarks#sm.001o6d3zv162ceoascb2o9l50lh3z\" target=\"_blank\" rel=\"noopener noreferrer\">consistently create valuable and relevant content<\/a>, you\u2019ll be viewed as an expert. Combine that with your interest in interacting with your readers in comments, and you\u2019ll create massive opportunities for your sales team. Prospects will walk straight into your marketing funnel because you seem trustworthy, interested in helping first and clinching a sale later.<\/p>\n<p>You can learn a great deal about getting blogging right from Zapier. They write detailed, informative posts and are able to impress their website visitors.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"size-full wp-image-20857 aligncenter\" src=\"https:\/\/static.wingify.com\/gcp\/uploads\/abtasty\/image16.png\" alt=\"zapier example\" width=\"720\" height=\"614\" \/><\/p>\n<h2><span style=\"font-weight: 400\">Wrap Up<\/span><\/h2>\n<p><span style=\"font-weight: 400\">By now you know the strategies you can use to reduce the chances of your customers experiencing cognitive dissonance. <\/span><\/p>\n<p><span style=\"font-weight: 400\">Remember that all that your customer expects is a smooth experience from the beginning to end. They should be able to locate trust signals, know you\u2019ve received their order, and that you are there when they need your help. Even returning the product shouldn\u2019t be a hassle. <\/span><\/p>\n<p><span style=\"font-weight: 400\">Also, shut them off from available options to reduce post-choice regret and analyze survey feedback to learn about the source of their buyer\u2019s remorse. <\/span><\/p>\n<p><span style=\"font-weight: 400\">Over to you now: How ready are you to take the bull by the horns?! <\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>As more and more people are shopping online, they\u2019re also becoming increasingly skeptical, meaning there\u2019s even more of a chance they will experience cognitive dissonance. <\/p>\n","protected":false},"author":1591,"featured_media":115033,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"post_read_time":0,"footnotes":""},"categories":[10806],"tags":[10815],"feature":[],"industry-type":[],"product":[],"role":[],"region":[],"class_list":["post-111858","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-conversion-optimization","tag-psychology"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.4 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>7 Ways You Can Help Your Customers Avoid Cognitive Dissonance<\/title>\n<meta name=\"description\" content=\"As more and more people are shopping online, they\u2019re also becoming increasingly skeptical, meaning there\u2019s even more of a chance they will experience cognitive dissonance.\" \/>\n<meta name=\"robots\" content=\"index, follow, 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