Dogmatism refers to the presentation of one’s viewpoint or thoughts as if they are true; positivity in expressing one’s perspective, particularly when unnecessary or egotistical. It is a person’s take on things or a set of ideologies based on assumptions that haven’t been thoroughly investigated. The term derives from the word dogma, which refers to a fundamental concept that religious believers really shouldn’t dispute. Political dogmas exist in the context of essential ideologies (for example, Marxism’s concept of class conflict).
Dogmatism among consumers
Marketers, particularly those such as highly advanced commodities, always seem to be concerned about regulating consumer reactions to unusual and unique products or qualities. Consumer dogmatism refers to one’s ability to react to pertinent information and appraise a product or service on its own merits without being influenced by extraneous considerations. Individuals who are not dogmatic are called “low-dogmatic individuals.” They prefer cutting-edge products or items above tried-and-true choices and are extremely open to advertising that emphasizes realistic distinctions, benefits of the products, and other types of product description and advertisements that place a greater emphasis on documentation than on other factors such as influencer marketing. Individuals that are extremely dogmatic are called high-dogmatic individuals. They mostly prefer and pick well-known brands, are extremely responsive to new product or service advertisements, and for their new products, marketers turn to superstars and their expertise.
- A Bournvita advertisement from the 1960s.
After viewing this ad, I’m not sure I’m going to keep Bournvita in my kitchen. And how a chocolate drink I enjoy is only linked to my father’s contentment if my mother prefers it to Milo or Horlicks. I would say, amazing logic and advertising!
- An advertisement for a home appliance that reads, “Train her to be an excellent housewife.”
You can’t reconfigure a culture any better than this to believe that females are solely supposed to be at home and that doing housework is just a portion of their existence. Such statements will only reinforce society’s subliminal belief that women really shouldn’t leave the house and should only be seen as nurturing and supportive housewives, thus encouraging dogmatism. Women can also be ferocious and bold.
- The concept of a detergent commercial is centered on females who are in charge of doing the laundry.
They clearly want to advertise their detergent, but why do they want to promote the image that males are immature and that washing clothes is a woman’s job? We appreciate the irresponsible part (it was included for humor), but why is it that a woman is accountable for the stains and worn-out t-shirts that men wear? This is an example of an advertisement that promotes women’s dogmatism.
Advantages and Disadvantages
The benefits of dogmatism include the freedom from seeking and validating the truth as well as the assurance of duty. One will accept a set of norms and a mindset in the hopes that it is the correct one.
The demerits of dogmatism in marketing have the problem of being scientifically and psychologically unsound. It has an impact on people and is impersonal and insensitive.
Therefore, the only way we can see this integrated into branding and promotion is through intense brand loyalty, in which the buyer blocks his head to any new knowledge about items in a group (for example, Mercedes Benz is the finest automobile, so I won’t pay attention to a Chevy commercial). The easiest way to get around it is to change your conduct, which will lead to changes in your beliefs.
III Semester MBA, DSCE