How Does Cognitive Distenance Affect Word of Mouth?

Cognitive dissidence has such an effect on word of mouth that sometimes what consumers are saying, what they're recommending, can be biased. If the car you're driving didn't exist, what car would you drive? Or if your neighborhood doesn't exist, in the city, where would you live? That's when you get some amazing insights. Try it. You'll see still focusing on the motivation to rate balance.