The role of conflicting cognitions in changing hazardous consumer behaviour

• Applies cognitive dissonance theory to binge drinking behaviour transitions. • Uses biographical interviews from four countries for cross-cultural insights. • Identifies six points where dissonance affects binge drinking phases. • Informs targeted behaviour-change programmes for hazardous alcohol use. Despite diverse approaches deployed worldwide to address harmful alcohol consumption, understanding binge drinking as a hazardous consumption behaviour remains a pressing issue in marketing and consumer behaviour research. Thus, this study examines the role of cognitive dissonance – and its absence – in facilitating transitions between different phases of binge drinking. Drawing on 38 biographical interviews conducted in Australia, the Netherlands, Poland, and the United States, we identify six instances where cognitive dissonance, or the absence thereof, contributes to the transition into, between, and out of phases of binge drinking. By examining conflicting cognitions that emerge from the gaps between behaviours, perceptions of behaviours, and underlying beliefs, we offer new insights for marketing theory and practice, particularly in developing targeted behaviour-change programmes. While previous studies have shown promise in dissonance-based approaches for altering behaviours, this research extends their application to hazardous consumption behaviours.