Chapter 6 Cognitive Dissonance • Psychological discomfort experienced when attitudes and behavior are inconsistent • For example, you may continue working for a company (behavior) even though you have a negative attitude about what they do, for example, sell CDs that contain profanity • 3 options to Reduce Cognitive Dissonance: 1. Change your attitude and/or behavior - for example, stop working there or stop thinking that selling CDs that have profanity is a problem. 2. Belittle the importance of the inconsistent behavior - You could say in this situation, "Just because I work here doesn’t mean I condone or contribute to the selling of obscene CDs. After all, I just work in the accounting department; I don’t produce or sell them directly." 3. Find consonant elements that outweigh dissonant ones
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