Cognitive Dissonance Theory

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Hovland's Army Studies• One-sided arguments work with the converted,the less-than-swift• Two-sided arguments work with people whoare hostile to your point of view and peoplewho are smarter• Stating a conclusion works with the less-thanswiftand the uninterested• Omitting the conclusion works with the smarterand the interested and informed24
Hovland's Army Studies• Order of presentation• Latency is better for the converted who areattentive.• Primacy is better for the hostile who areinattentive• Intensity of appeal: the butterfly curve• Hovland's studies worked on soldiers incontrolled environments, but less well withpeople in normal environments.25
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 and 22: Better “Path” ModelBeliefsAttit
Page 23: Models of Attitude Change• Bullet
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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