IMC Hawks Blog

Tag: Cognitive Dissonance

  • Bier, Bratworst, Lederhosen, Oh My!

    OktoberfestCheers/Prost! Oktoberfest is known as a celebration of beer, food, and all things fun in Germany. But, the festival’s roots extend into a more romantic history. What is today’s excused to consume different breweries, German foods, and participate in many activities, started as a way to celebrate the marriage of the Crown Prince Ludwig and Princess Therese von Sachsen-Hildburghausen on October 12, 1810. This couple took the concept of an “open bar” wedding to new levels, by having a festival five days later with horse races, performers, and Maerzen beer- an amber-gold lager with 6% alcohol and unique German hops. Over time, the festival has been tweaked and embellished with details like lederhosen and dirndls for the attire, parades, and multiple pubs in participation. More than 7 million people attend the opening ceremonies, and many are entertained from the first Saturday in September to the first Sunday of October.

    When you hear Oktoberfest, what do you think? Many individuals go straight to, “beer festival!” But, Oktoberfest is not a beer festival per se. We know… you’re probably experiencing shock and horror. What you are feeling is cognitive dissonance, experiencing a feeling of tension when your beliefs do not align with actions. There is nothing wrong with thinking Oktoberfest is a beer festival. Since Germany’s brand is associated with beer- that assumption is not far off. But as we stated before, this festival was originally to celebrate the marriage of two individuals in the 1800’s and as time went on, the original meaning faded due to tourists and lack of knowledge.  

    OktoberfestMovie_Teaser_PosterSo how did Oktoberfest get this brand associated with drinking beer and eating German foods? Besides the stereotype that Germans drink beer heavily, marketing through mass media has played a part in portraying this brand image. Popular movies such as Oktoberfest (2005) and Beerfest (2006) depict the common beliefs, attitudes and habits of what is assumed to occur at the festival in Munich, Germany. Since this event has been successful for the past 182 years, it’s brand engagement has spread internationally. The annual festival has become so large that Canada, Brazil, and Hong Kong are just a few countries that try to replicate it. In Michigan, as an imitation of the horse race they hold a Weiner dog race. The festival cliche does the marketing itself. A huge gathering with access to lots of food, drinks, and exciting activities! Who could turn down this celebration? People get excited about experiencing the brand of Oktoberfest that provides the collaborative culture.

    Lucky for us, we don’t have to travel to Munich to have a festival. Germany may have been the first to hold Oktoberfest, but the United States hasn’t missed out on the fun. Here are a few American cities who have taken their own twist on this German tradition.

    • Cincinnati, Ohio: Known for having the world’s second largest Oktoberfest, right behind Munich. Covering six blocks of downtown, the festival holds events which are quite unique:Running of the Weiners- Dachshund Dog race
      • Bratwurst-eating contest
      • Playing of the largest collection of Alpenhorns-Long wooden horn musical instruments.
      • As if the events and size are not enough, party goers can attend this festival for free!oktoberfest_mashup600x422
    • Glendale, Wisconsin has held its own Oktoberfest for more than 60 years. With its German roots dating back to the early 1800s when German immigrants first settled. This festival has a heavy focus on different foods:
      • Bratwurst, Spanferkel (pig roasted over a spit)
      • Pretzels
      • Beininstich (vanilla custard-filled dessert topped with almonds)
      • This festival occurs every Friday and Saturday night in September!
    • Mount Angel, Oregon hosts an Oktoberfest complete with bands, music, and dancing. The streets are lined with food and entertainment booths called Biergarten, Wiengarten, Prostgarden and Alpinegarten  – offering pretzels, German chocolate cake, sausage and wurst. This festival you don’t have to leave the little ones at home! That’s right – the festival has a “Kindergarten” with face painting, pony rides, and a petting zoo. Kids can participate in the Oktoberfest fun, despite being unable to fill their steins with cold brews like their parents.

    Revellers salute with beer after the opening of the 179th Oktoberfest in Munich September 22, 2012. Millions of beer drinkers from around the world will come to the Bavarian capital over the next two weeks for the 179th Oktoberfest, which starts today and runs until October 7, 2012. REUTERS/Michael Dalder(GERMANY - Tags: SOCIETY ENTERTAINMENT) ORG XMIT: MDA28

    It’s interesting to look at the way words and symbols change over time. If you look through the history of any phrase or word, you will find the meanings behind them are often changed or have evolved over time- often landing far from where they started. This is explained in part by the theory of semiotics of language. Words take on new meanings, sometimes intentionally, most times naturally. In this case, we are applying the theory to an event, which is not its original purpose. You can look back year-by-year as the Oktoberfest transformed from a horse race that celebrated marriage, to an international beer and food festival.

    The 2015 Oktoberfest brought in 5.9 million guests from Munich and all over the world! This fall festival is on our bucket list, what’s on yours?

    -Jonathan Callahan, Erin Fouhy, Julia George, Joseph Hines, and Sarah Suggs

  • For the Cure: Breast Cancer Awareness or Bank Account Awareness?

    57e514ad84f3780932dff41d5c63ee2cDid you know one in eight women in the United States will develop invasive breast cancer? And that every two minutes in the United States a woman is diagnosed? Cancer is one of the most feared words in American culture. We focus a whole month to supporting one specific type of cancer. Breast cancer awareness month is an incredible way our nation unites through multiple organizations, to support a good cause. The process is extremely easy for anyone to donate and feel like their money is going to a good cause…or is it?

    Susan G. Komen for the Cure is a widely known non-profit organization that supports breast cancer research. The purpose behind this organization appears to be transparent- but has it gotten to the point where it is just money hungry? Only 20% of the money raised or donated goes directly to breast cancer research. Although this is not out of the ordinary compared to other widely known non-profit organizations, it is misleading how their partnerships also support “for the cure.” Susan G. Komen partnered with KFC to create “buckets for the cure.” KFC’s diet aids to cancer cell growth and the main reason for partnering was to, “reach out to millions of woman they might not otherwise reach…” But, Breast Cancer Action claims, if you want to reach communities that are underserved, then the Susan G. Komen organization needs to reach out to the community health clinics. Clearly from this example of their partnership tactics, there are suspect business practices within the organization. The list of controversial issues that the Susan G. Komen organization has accrued over time is actually surprising considering the foundation started with a good cause in mind.

    Pink-RibbonFor the better part of the last decade, the popular breast cancer charity Susan G. Komen has been racked by controversy. Things began to go awry in 2012 when they pulled support for Planned Parenthood, amid pressure from Republican lawmakers. The non-profit responded to accusations that its actions were, “anti-woman,” saying that the funds were not pulled because of ideological conflicts, but because planned parenthood was under investigation by congress. This is a questionable statement, as the corporate structure of Susan G. Komen has strong ties to pro-life entities. Among other accusations, the organization has taken heat for using donor money to sue other non-profits for infringing on their various trademarks. Notably the phrase “For the Cure,” which has been the subject of many cease-and desist orders, even when the organization had nothing to do with breast cancer. After all of the hits the company took, rather than step down, the CEO took a huge page raise.

    susangkomenFollowing Susan G. Komen’s changes in grant rules, barring Planned Parenthood’s funds, supporters increased on Planned Parenthood’s side. According to Politico, Planned Parenthood’s Facebook page increased by 10,000 in a few days. Anti-Susan G. Komen for the Cure Facebook pages increased- with titles similar to “De-fund the Komen foundation.” As the news broke regarding Susan G. Komen’s course, Planned Parenthood and #PlannedParenthood started trending on social media and became a topic of interest in mainstream media. Susan G. Komen for the Cure did not convey its message well in response to the crisis. After the crisis, the Komen foundation used storytelling as a way to reconnect with the community- starting a print and television advertising campaign, “I Am Susan G. Komen“. This campaign spotlighted four-breast cancer survivors- using their stories to market Susan G. Komen for the Cure.

    An important thing for organizations, especially nonprofits, to remember is their brand identity and their actions need to match up. Cognitive Dissonance is when someone experiences a feeling of tension when their beliefs do not align with their actions. This theory states that when someone experiences this inconsistency, they will do what they can to reduce this uncomfortable feeling. The Susan G. Komen organization received backlash after developing a perfume “Promise Me”, which contains toxic and hazardous chemicals. Breast Cancer Action exposed the use of Toluene, banned by the International Fragrance Association as well as Coumarin, banned by the Food and Drug Administration.

    People donate to Susan G. Komen, which presents itself as a non-profit organization donating its funds to breast cancer research. When those who donate hear about Susan G. Komen partnering with organizations, which do not promote health, such as KFC, creating harmful fragrances for sale, and giving only a small amount of money to breast cancer research, cognitive dissonance occurs. They may feel uncomfortable because of the inconsistency in what the organization presents itself as doing and what it is actually doing. Those who donate will oftentimes choose to reduce this feeling by stopping their donations to the organization altogether. If a non-profit organization wants to thrive financially, they need to ensure that their actions align with how they present themselves and their original intent.

    breastcancerawarenesslogo1

    Reading the information on Susan G. Komen for the Cure, one might expect all nonprofit organizations follow their guidelines. Here are other foundations and organizations supporting breast cancer research and finding a cure:

    It is easy to show how significant the topic of breast cancer is within the United States. There are countless statistics about the impact breast cancer makes- that would shock any reader. So, hearing that one of the most well-known organizations, whose existence is centralized around breast cancer research and finding a cure- may not be the hero it has portrayed itself to be, is concerning.

    We, as the American public, have a duty to be alert to the aspects that make up our charities and nonprofit organizations, and be diligent in how we distribute our donations. As a reader, what are your opinions on Susan G. Komen for the Cure? Would you donate your time and money to this organization?

    -Jonathan Callahan, Erin Fouhy, Julia George, Joseph Hines, and Sarah Suggs