1. Focus on more encouraging beliefs that offset the dissonant belief or behavior.
2. Reduce the importance of the contradictory belief.
3. Change the conflicting belief so that it is consistent with other beliefs or
behaviors.
4. Focus on more encouraging beliefs that offset the dissonant belief or behavior.
5. Change the conflicting belief so that it is consistent with other beliefs or
behaviors.
6. Looking for credible source which the target consumers trust. At the same time
word-of-mouth communications need to be increased.
7. Emphasize on selecting a likeable source.
8. Finding out the sources which match customer’s previous belief.
9. Unexpected source sometimes may have more impact on consumer’s attitudes.