Cognitive Dissonance Theory

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What is Attitude?• Attitude: “Attitude is a psychologicaltendency that is expressed by evaluating aparticular entity with some degree of favor ordisfavor”– Eagly & Chaiken, 1993• The “psychological tendency” is an internal statethat can be overt or covert, and involve affect,behavior or cognition.• The evaluation is usually termed the valence.16
What is Attitude?• Many theories of attitude add anadditional dimension: potency, howstrongly held an attitude is.• Thus, you can hold the attitude that youhave a mild dislike of broccoli verystrongly.• Attitude is a nominal, or hypothetical,concept… one we can’t actuallyobserve.17
Page 1 and 2: Cognitive Dissonance TheoryAnd the
Page 3 and 4: Cognitive Dissonance• We like rel
Page 5 and 6: Cognitive Dissonance - Assumptions1
Page 7 and 8: Basic Balance Theory (Heider)Topic
Page 9 and 10: Reducing Dissonance• Two ways:•
Page 11 and 12: Coping Strategies• Selective expo
Page 13 and 14: Cog. Diss. And Behavior• Cognitiv
Page 15: 15ATTITUDE
Page 19 and 20: Attitude is Central• Attitude is
Page 21 and 22: Better “Path” ModelBeliefsAttit
Page 23 and 24: Models of Attitude Change• Bullet
Page 25 and 26: Hovland's Army Studies• Order of
Page 27 and 28: Ways Out of Attitude Change• Leav
Page 29 and 30: Problems• May not be most importa
Page 31 and 32: Workshop• Form groups of three pe
Page 33: Workshop• Design an ad campaign f

Cognitive Dissonance Theory

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