Cognitive Dissonance Theory

The Root Concepts: Dr. Krull's Version• Centrality of beliefs and attitudes: how many otherbeliefs and attitudes are connected to a particular one• Central beliefs and attitudes are harder to change• Generality of beliefs and attitudes: the range ofsituations to which they apply• More general ones are harder to change• Extremity or intensity: how far from neutral or howemotionally valenced they are• More extreme and intense attitudes and beliefs are harder tochange.• Once you make the sale, shut up (a car salesman'saphorism)22