Class 7 - Class7 1. 2. 16:08 3. 4. 5. 6. Cognitive...

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Class 7 16:08 Cognitive dissonance Theory Main Assumptions 1. Dissonance is psychologically uncomfortable, physiologically arousing, and drives individuals to take steps to reduce it. 2. Dissonance occurs when an individual: a. Holds two clearly incongruent thoughts b. Freely performs a behavior that is inconsistent with an attitude c. Makes a decision that rules out a desirable alterative d. Expends effort to participate in what turns out to be a less that ideal activity, or e. In general is unable to find sufficient psychological justification for an attitude or behavior he or she adopts 3. The magnitude of dissonance depends on a host of factors, including the number of dissonant elements and the importance of the issue. 4. People are motivated to take steps to reduce dissonance including changing their attitude in response to a persuasive message. 5. Different people employ different strategies to reduce dissonance. Some people are better at coping with dissonance than others
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This note was uploaded on 04/14/2011 for the course CMS 332K taught by Professor Dr.erindonovan-kicken during the Spring '11 term at University of Texas at Austin.

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Class 7 - Class7 1. 2. 16:08 3. 4. 5. 6. Cognitive...

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