1. Schedule for Today Discussion – Cognitive Constancy Theories Discussion – Cognitive Constancy Theories Presentation – Social Norm Theory Presentation – Social Norm Theory Discussion – Social Norm Theory Discussion – Social Norm Theory

2. Cognitive Constancy Theories Cognitive Dissonance Cognitive Dissonance Balance Theory Balance Theory Congruity Theory Congruity Theory Rokeach’s Value Theory Rokeach’s Value Theory

3. Cognitive Dissonance Theory Based on the belief that we have a drive for lack of cognitive dissonance. Based on the belief that we have a drive for lack of cognitive dissonance. In other words, we want consistency between our beliefs and our actions. In other words, we want consistency between our beliefs and our actions. We also want consistency between our beliefs. We also want consistency between our beliefs.

4. Questions How is cognitive dissonance theory related to communication theory. How is cognitive dissonance theory related to communication theory. What is the difference between selective exposure, post-decision dissonance, minimal justification. What is the difference between selective exposure, post-decision dissonance, minimal justification.

5. We seek to avoid dissonance Surround ourselves with people of the same attitudes. Surround ourselves with people of the same attitudes. Selective exposure to information that supports our beliefs. Selective exposure to information that supports our beliefs.

6. What if we can’t avoid it? If we have psychological inconsistency involving behavior, we either have to change our attitude or our behavior. If we have psychological inconsistency involving behavior, we either have to change our attitude or our behavior. Change will occur in whichever has the weakest resistance to change. Change will occur in whichever has the weakest resistance to change.

7. What if we can’t avoid it? If we have psychological inconsistency involving cognitions, we either have to change our attitude or change the weight of one of the cognitions. If we have psychological inconsistency involving cognitions, we either have to change our attitude or change the weight of one of the cognitions. We can trivialize or minimize the transgression (only if we have high self-esteem) We can trivialize or minimize the transgression (only if we have high self-esteem)

8. Post-decision Reassurance Dissonance occurs after we have invested a resource (such as time or money) on something. Dissonance occurs after we have invested a resource (such as time or money) on something. We worry about whether that was the right choice (dissonance) so we either seek justification from friends or within ourselves (we rationalize). We worry about whether that was the right choice (dissonance) so we either seek justification from friends or within ourselves (we rationalize).

9. Minimal Justification The classic 1$ versus $20 experiment. The classic 1$ versus $20 experiment. Offering minimal justification for engaging in a behavior that the person may not do otherwise results in dissonance and a need for another method (rather than reward) for eliminating the dissonance. Offering minimal justification for engaging in a behavior that the person may not do otherwise results in dissonance and a need for another method (rather than reward) for eliminating the dissonance.

10. How does this pertain to us? We can create dissonance to induce a behavior shift (but that does not ensure an attitude shift) We can create dissonance to induce a behavior shift (but that does not ensure an attitude shift)

11. Other Options We can become a credible person in a person’s life and suggest incremental change We can become a credible person in a person’s life and suggest incremental change How does this relate to Social Judgment Theory? How does this relate to Social Judgment Theory?

12. Questions What kind of change will happen if there's conflict. Is there any research relating to it? What kind of change will happen if there's conflict. Is there any research relating to it? Who is the real originator of this theory? Who is the real originator of this theory?

13. Conflict? Dissonance is internal conflict Dissonance is internal conflict Balance theory, congruity theory both deal with conflict between your beliefs and actions and those of someone significant in your life. Balance theory, congruity theory both deal with conflict between your beliefs and actions and those of someone significant in your life.

14. Who Originated Many members of the scientific community Many members of the scientific community Lewin – force theory Lewin – force theory Heider – balance theory Heider – balance theory ?? – Congruity theory ?? – Congruity theory Rokeach – Value Theory Rokeach – Value Theory Festinger – Cognitive Dissonance Theory Festinger – Cognitive Dissonance Theory

15. Other theories Balance theory Balance theory Congruity Theory Congruity Theory Rokeach’s Value Theory Rokeach’s Value Theory

16. Heider’s Balance Theory Balance another word for consistency – if I like someone, I want things to be in balance. Balance another word for consistency – if I like someone, I want things to be in balance. So if we disagree on political candidates, what are the options? So if we disagree on political candidates, what are the options?

17. Options I have to decide that I don’t like the person as much, or... I have to decide that I don’t like the person as much, or... I have to decide I like the political candidate a bit better, or... I have to decide I like the political candidate a bit better, or... I have to trivialize politics to minimize (rather than eliminate) the dissonance, or... I have to trivialize politics to minimize (rather than eliminate) the dissonance, or... I will continue to have cognitive dissonance. I will continue to have cognitive dissonance.

18. Congruity Theory Same as balance except that movement can be 2-way. Same as balance except that movement can be 2-way. I like someone but he makes a statement I disagree with – I modify both sides to create congruity. I like someone but he makes a statement I disagree with – I modify both sides to create congruity.

19. Rokeach’s Value Theory People are driven by values People are driven by values To act inconsistent with values is to attack self-identity, and is intolerable. To act inconsistent with values is to attack self-identity, and is intolerable. Dissatisfaction with self is motivation to change. Dissatisfaction with self is motivation to change. Note that dissatisfaction with self is cognitive dissonance. Note that dissatisfaction with self is cognitive dissonance.

20. How can we use these theories? Highlight incongruities, inconsistencies, imbalances a person has – in other words, don’t allow the person to trivialize or to eliminate from thoughts. Highlight incongruities, inconsistencies, imbalances a person has – in other words, don’t allow the person to trivialize or to eliminate from thoughts. Create the potential for dissonance or incongruence. Create the potential for dissonance or incongruence.

21. Social Norms Presentation Presentation

22. What to take out of Social Norms Injunctive norms – what most people approve or disapprove of. Injunctive norms – what most people approve or disapprove of.

23. Descriptive norms – what most people do Descriptive norms – what most people do

24. Only have impact when activated. It just means that you have to remind someone, either with a sign, verbally or by role modeling. It just means that you have to remind someone, either with a sign, verbally or by role modeling.

25. Social Norms What most people think or do What most people think or do

26. Subjective norms What those important to you think or do. What those important to you think or do.

27. Personal Norms What you think or do. What you think or do.

28. So how do we use? If we want to change behavior, activate a norm. If we want to change behavior, activate a norm. However, only going to be most effective at that moment because norm will become inactive. However, only going to be most effective at that moment because norm will become inactive. Which are the best norms to activate? Which are the best norms to activate?

29. Relationship to Cognitive Dissonance? Dissonance is created when we violate our personal norms or when subjective norms are not consistent with ours. Dissonance is created when we violate our personal norms or when subjective norms are not consistent with ours.