17/03/2023
This is how you explain the effects of the cognitive dissonance on customer loyalty in your health tech/SaaS business from a Gym Bro’s perspective. 💪🏽💪🏽
Imagine you have been packing those muscles at the same facility for years.
You love the amenities, the staff, and the overall atmosphere. It’s practically your second home.
But one day, you discover that the gym uses old equipment and doesn't properly sanitize it between uses.
Honestly, I don't know how you couldn't figure out earlier that it was old equipment. Well, not my business. 🥴
But soon after this very upsetting revelation, there is conflict in your mind because you love the gym, but you're also concerned about your health and safety.
Oof.
This mental conflict about the old equipment and your safety is called cognitive dissonance. And it’s the culprit behind unpredictable changes in consumer purchase behavior = its impact on customer loyalty.
When people experience cognitive dissonance, it may lead 2 ways,
🧠 They may try to reconcile the conflicting thoughts by finding new information to support their existing beliefs (believe the gym’s claim about sanitizing the equipment to justify not changing the facility),
🧠 Or by changing their attitudes or behaviors (like switching to another gym)
In any case, this is bad for businesses because there are cracks in the foundation of trust between the business and its clients.
One way to avoid cognitive bias in customers is by making everything so obvious.
🥱Kill doubt by providing customers with detailed information about the product or service, such as its features, benefits, and risks.
😴Additionally, you should provide customers with resources that help them make informed decisions, such as reviews, customer testimonials, and comparison charts.
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PS: do you have fitness goals or are you a lazy bum?
