Cognitive Dissonance Theory
Cognitive Dissonance Theory
Cognitive Dissonance Theory
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<strong>Cognitive</strong> <strong>Dissonance</strong>• We like relationships to balance.• Unbalanced relationships make usuncomfortable (dissonance).• We rebalance relationships by changingattitudes.• Actually, we don't always.• We can also compartmentalize, go into denial, etc.• Behavioral changes3