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Attitudes and Attitude Change

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Theory of Cognitive Dissonance Theory of Cognitive Dissonance (proposed by L. Festinger)  when our thoughts and actions don’t coincide, we experience tension. We seek to relieve the tension by trying to find ways to rationalize our actions.

Theory of Cognitive Dissonance Experiment: If a person is asked to lie about the tediousness of a task he/she was paid to do, which situation will bring about cognitive dissonance? Participants paid $1 to lie Cognitive Dissonance experienced - Reward is too small to compensate for act Cognitive Dissonance experienced - Reward is too small to compensate for act Participants paid $20 to lie No Cognitive Dissonance - Reward is enough to compensate for act No Cognitive Dissonance - Reward is enough to compensate for act

Theory of Cognitive Dissonance When two simultaneously held conditions are inconsistent, this will produce a state of cognitive dissonance. Because the experience of dissonance is unpleasant, we will strive to reduce it by: Changing how we think about the decision Changing how others think about it so they can support our decision Change some aspects of our behaviour so that our decision seems more in character with us.