The theory of cognitive dissonance has found several applications in a diverse array of fields, which includes the practice of marketing. The utility in marketing appears toward some topics, including consumer behavior and marketing strategy. The main goal of cognitive dissonance in marketing is, through better understanding of the human psyche and behavior, finding manners of using such knowledge toward improving the defined intents of the field. Here we provide a review of how the cognitive dissonance theory affected marketing throughout the 21st century and attempt to visualize ways it can move forward, generating new developments for the intertwinement of the two subjects. The expected result is informing the reader of the state of the art of the subjects taken together in the twentieth-first century and hoping to generate possible insights for further work in the field.