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Unformatted text preview: II. Cognitive Dissonance Theory-Dissonance: the uncomfortable pairing of two inconsistent ideas-Individuals seek balance, or consistency, in their lives. -Persuaders create dissonance in audience, and then show how to resolve dissonance. Felicia Song, Spring 2010 Not to be Used Without Permission...
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This note was uploaded on 10/07/2011 for the course MC 2525 taught by Professor Song during the Spring '07 term at LSU.
- Spring '07