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Home→The Westburn Dictionary of Marketing→L→Lewin, Kurt

Lewin, Kurt

Definition:
The originator of field theory in psychology, which is itself a derivative of GESTALT PSYCHOLOGY, which contradicts the prediction of dissonance theory that subjects exposed to information which contradicts an earlier decision would seek to reduce the dissonance by convincing themselves of the correctness of the original decision. According to Lewin, subjects will use the new information to review the earlier decision and may well change their mind.

Cross-References:
[gestalt psychology]

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© Westburn Publishers Ltd 2002, The Westburn Dictionary of Marketing edited by Michael J Baker, ISBN 978-0-946433-01-8. www.themarketingdictionary.com. Entry: [Michael J. Baker],.