Cognitive Dissonance Theory

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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
Models of Attitude Change• Bullet theory: monkey see, monkey do• 2-Step Flow: you do what your doctortells you• Multistep flow, specific by topic: whenyou want to buy a new CD player youtalk to the audio geek; you don't askhim about fashion• Brillo pad theory: there are lots ofvariables and lots of relationships23
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 and 18: What is Attitude?• Many theories
Page 19 and 20: Attitude is Central• Attitude is
Page 21: Better “Path” ModelBeliefsAttit
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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