cmn101Sm09July9_cognitivedissonancetheory

cmn101Sm09July9_cognitivedissonancetheory - More important...

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Cognitive Dissonance Theory CMN101 Communication Theories Thursday, July 9, 2009
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Cognitive Dissonance ± Cognitive dissonance: the distressing mental state caused by inconsistency between a person’s two beliefs or a belief and an action Inconsistency: perceived, psychological Dissonance is distressing and thus drives people to reduce it
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Reducing Dissonance between Action and Attitudes ± Selective exposure to prevent dissonance (H1) ± Changing attitude/behavior for closer match
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Reducing Dissonance between Action and Attitudes ± Seeking reassurance to reduce post-decision dissonance (aka “buyer’s remorse) (H2) Conditions that heighten post-decision dissonance
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Unformatted text preview: More important issues more dissonance Longer delay over choice between equally attractive optionsmore dissonance Greater difficulty of reversing decisionmore dissonance Classic Studies of Cognitive Dissonance Minimal justification for counter-atitudinal action induces a shift in attitude (H3) $1/$20 study Classic Studies of Cognitive Dissonance $1/$20 study (cont.) Toaster study (Brehm, 1956) Evaluation of the Theory Testing of hypotheses Is dissonance responsible for changes in attitude? Measure of dissonance? Practical utility Coming up Extended Parallel Process Model Online reading...
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cmn101Sm09July9_cognitivedissonancetheory - More important...

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