2025, Vol. 6, Issue 2, Part B

The current study aims to analyze the impact of enlightened marketing, with its various dimensions, on cognitive dissonance among customers of tourism companies in Baghdad. The importance of this topic stems from its vital role in strengthening the relationship between the customer and the service organization, by reducing the doubts and psychological distress that may arise after making a purchasing decision. The study relied on a descriptive analytical approach, and a questionnaire was used as the primary tool to collect data from a field sample within tourism companies. The data were analyzed using appropriate statistical methods.
The results revealed a significant inverse correlation between Enlightened marketing, with its various dimensions (customer-oriented marketing, innovative marketing, and societal marketing), and cognitive dissonance. The study also showed that the "customer-oriented marketing" dimension was the most influential in reducing levels of cognitive dissonance, followed by societal marketing, then innovative marketing. The study recommended the adoption of an informed marketing model that emphasizes transparency and ethical values, along with the development of tools to measure cognitive dissonance and interact with customers to enhance their satisfaction and trust in the organization.