ConsistencyMkkotives - What types of consistency do people...

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What types of consistency do people strive for? How do people resolve inconsistency? What factors enhance consistency effects? How can marketers make use of consumers’ consistency motives?
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Influence: Science and Practice
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Dissonance Theory Leon Festinger
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Dissonance Reduced by Changing one of dissonant cognitions Adding new cognitions that reduce the dissonance (e.g., “Better to die young happy than to live a long miserable life.”)
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Consistency Effects on Attitudes and Behavior Self-prediction Four walls Low balling Foot-in-door Post-decisional dissonance reduction
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Self Prediction Volunteer to collect for American Cancer Society? (Sherman, 1980, JPSP) No Prediction 4% did Self-Prediction 31% did
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Four Walls
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Low Balling Participate in a study at 7AM ? (Cialdini, et al, 1978) Time info Agreed Showed Up Front 31% 24% Later 56% 53%
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Contribute money to the handicapped ? (Schwarzwald, et al, 1983)
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This note was uploaded on 01/08/2011 for the course HADM 3347 taught by Professor Lynn during the Fall '09 term at Cornell University (Engineering School).

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ConsistencyMkkotives - What types of consistency do people...

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