Cognitive Dissonance Theory

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The Root Concepts• Belief: the idea that something is true• It doesn’t have to be “objectively true”.• Attitude: that the idea thought to betrue is a good or bad thing.• The + or – evaluation is called valence.• We will be seeing more about Attitude.• Opinion: expressing a belief or attitude• Behavior: actions manifested in theworld.6
Basic Balance <strong>Theory</strong> (Heider)Topic XTopic X+++ –Person A+Person BPerson A?Person BTopic XPerson A+ +–Person BThe enemy of myenemy is my friend.7
Page 1 and 2: Cognitive Dissonance TheoryAnd the
Page 3 and 4: Cognitive Dissonance• We like rel
Page 5: Cognitive Dissonance - Assumptions1
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 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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