Cognitive Dissonance Theory

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Attitude is Central• Everyone has attitudes about literallyeverything.• You can measure it in surveys, as in…“On a scale of 1 to 7, where 1 meansdislike extremely and 7 means likeextremely, please rate the following…”• This is called a Likert scale, and it canbe used to measure liking, agreement,desirability, importance, etc.18
Attitude is Central• Attitude is considered motivational,and so affects behavior.• But the pathway isn’t as clearcut as itseems.19
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 and 16: 15ATTITUDE
Page 17: What is Attitude?• Many theories
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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