For modern business administration, it is essential to examine the applicability of insights and theories from behavioral science disciplines for solving business problems. This contribution focuses on the now widely accepted theory of cognitive dissonance, analyzing its relevance to the marketing field, particularly in relation to consumer purchasing decisions. Marketing is viewed not only from a corporate perspective but also, in line with the latest approaches to an expanded marketing concept, as an area of action for consumers. The more we engaged with the theory of cognitive dissonance, the more necessary it seemed to subject the theory itself to critical analysis.