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Lecture 4 PSY220 Attitudes & Persuasion (2013) white for PDF

Consonance is pleasant 2 dissonance is unpleasant 3 we

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Unformatted text preview: A1tudes toward mass transit are a poor predictor of whether you will ride the bus. •  A1tudes toward liberal vs. conservaJve ideology are a poor predictor of how you will vote in an elecJon •  A1tudes toward college is a poor predictor of whether you will like this class There are situa8onal constraints on behaviour. •  You break your diet despite the best of intenJons. Your roommate baked chocolate chip cookies. •  You love organic products but don’t buy them. You don’t have enough money. •  You are in favour of condoms but don’t use them. Your boyfriend or girlfriend pressured you. Automa8c behaviour bypasses conscious a0tudes. •  I feel fear and may step away slightly when I’m walking toward a Black man on a city street. When A0tudes and Behaviour Clash •  People experience situaJons in which their behaviours clash with their a1tudes •  This causes discomfort. •  How do people deal with this discomfort? •  This is what cogni8ve dissonance theory is all about. Cogni8ve Dissonance The gap between our a1tudes and behaviours produces psychological discomfort (dissonance) Core Ideas 1.  Consonance is pleasant. 2.  Dissonance is unpleasant. 3.  We are moJvated to reduce dissonance. SituaJon producing consonance I am in favor of protec8ng the environ- ment I am in favor of protec8ng the environ- ment I leave my sports car at home and ride my bike I drive a gas guzzling sports car alone to work everyday Consonance No pressure to change Dissonance Pressure to change SituaJon producing dissonance Changing Our Tune •  Post- decision dissonance “I didn’t really want that thing anyway.” •  Effort jusJficaJon “I worked my buF off for it, so I must like it.” •  Induced compliance “I said it, s...
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