Commitment and Consistency sup nts

Commitment and Consistency sup nts - CMN 152 COMMITMENT AND...

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CMN 152 COMMITMENT AND CONSISTENCY Balance theory (Heider) o People are driven to maintain balance among the relations of elements o Imbalance tends not to be maintained overtime o Imbalance can be resolved by changing one’s attitude toward one of the elements or adding/altering elements Hierarchy of attitudes o Attitudes are not independent of one another o 3 possible directions of influence: upwards, downwards, and sideways o 2 possible attitude change agents External message Attitudes impact each other o Direction of influence is top-down o If linked to other attitudes, all attitudes become the same as the abstract concept o Model accounts for decay Cognitive Dissonance o Concerned with the relations among cognitive elements o An element is any belief, opinion, attitude, or piece of knowledge o Elements may be related in 3 different ways Irrelevant Consonant Dissonant o 2 elements are dissonant if the opposite of one element follows from the other o Dissonance is an aversive motivational state o People want to avoid or reduce dissonance o Importance of the issue impacts the degree of dissonance experienced o Proportion of consonant elements to dissonant elements influences the amount of dissonance experienced Dissonance reduction o Can reduce dissonance by adding, changing, or deleting elements o Can reduce dissonance by changing the importance of the issue Attitude -> Behavior Behavior -> Attitude Induced Compliance Paradigm Extrinsic Intrinsic Motivation Motivation
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$50 no attitude more positive $2 Induced behavior No attitude toward Choice Choice DV: Attitude toward behavior Why? (Do people in the intrinsic motivation condition demonstrate more positive attitudes toward the induced behavior?) [People in I.M. took part in dissonance reduction] 1. Cognitive dissonance [People in I.M. condition] – View the induced behavior as a threat to their self-concept. Type of dissonance depends on behavior that is induced. (moral & hedonic) and each type of dissonance prompts a specific
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This note was uploaded on 09/13/2011 for the course COM 152 taught by Professor Mikaylahughes during the Spring '07 term at UC Davis.

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Commitment and Consistency sup nts - CMN 152 COMMITMENT AND...

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