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Cognitive Dissonance and Its Alternatives Chapter 5

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3 = Kid Rock. 4 = Matchbox 20. 5 = Feist. 6 = Foo Fighters. Post-decisional. 1 = Springsteen. 2 = Kid Rock. 3 = Annie Lennox. 4 = Feist. 5 = Matchbox 20. 6 = Foo ... – PowerPoint PPT presentation

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Title: Cognitive Dissonance and Its Alternatives Chapter 5


1
Cognitive Dissonance and Its Alternatives
(Chapter 56)
2
Announcements
  • Exam 2 is Thursday October 25th! Covers chapters
    3-6, 13.
  • Study guide available during class today
  • Questions? Please come see me or Elizabeth during
    office hours or make an appointment.

3
Applications of Dissonance Theory
  • Teaching children
  • Children and robot toy study
  • Kids given mild threat changed their attitude
    more
  • Justification of effort
  • Sexual discussion group study
  • More embarrassment led to more liking for the
    group

4
Applications of Dissonance Theory
  • Derogation of victims
  • Shocking a victim study
  • If victim could not shock back, more attitude
    change
  • Biased information searches
  • Stupid and clever arguments study
  • Remembered clever, consistent arguments and
    stupid, inconsistent arguments

5
Applications of Dissonance Theory
  • Post-decision dissonance dissonance that occurs
    after making an important decision
  • We enhance the chosen item and derogate the
    non-chosen item to justify our decision
  • Music CD study

6
  • Original
  • 1 Springsteen
  • 2 Annie Lennox
  • 3 Kid Rock
  • 4 Matchbox 20
  • 5 Feist
  • 6 Foo Fighters
  • Post-decisional
  • 1 Springsteen
  • 2 Kid Rock
  • 3 Annie Lennox
  • 4 Feist
  • 5 Matchbox 20
  • 6 Foo Fighters

7
Exactly when does dissonance lead to attitude
change?
  • When there are negative consequences
  • Boring task study revisited
  • If told lie to non-participant, no attitude
    change

8
Exactly when does dissonance lead to attitude
change?
  • When individuals feel personal responsibility for
    consequences
  • Tooth-brushing essay study
  • If told purpose of essay after writing it, no
    attitude change

9
Exactly when does dissonance lead to attitude
change?
  • Arousal must be attributed to the dissonance
  • If you are given another reason for the arousal,
    no attitude change
  • Fake Drug study and Alcohol Study

10
Summary Assumptions of dissonance theory
  • People have many pre-existing attitudes
  • If we feel responsible for possible negative
    outcomes, inconsistency between our attitudes and
    behaviors creates negative arousal
  • To reduce dissonance (eliminate arousal) we may
    change our attitudes to match our behaviors

11
Alternatives to Dissonance Theory
  • Self-Affirmation theory (Steele)
  • People do NOT have a need for consistency, they
    just need to feel good about themselves.
  • Inconsistency makes people feel foolish
  • If restore self-esteem, no attitude change -
    maintaining self-esteem is key

12
Self-Affirmation Theory
  • Lab coat studies
  • Business majors and science majors wrote
    counter-attitudinal essay
  • Everyone given lab coat to wear
  • Science majors had no attitude change

13
Alternatives to Dissonance Theory
  • Self-Perception theory (Bem)
  • Often our attitudes are ambiguous or undefined
  • We determine our attitudes through a process of
    self-observation. We look to our behavior to
    determine our attitudes.

14
Self-Perception Theory
  • Boring task revisited
  • People did not have a strong attitude toward task
  • If people have no good external reason to say
    task is fun, people infer that is their true
    attitude

15
Self-Perception Theory
  • Overjustification effect Rewards can make people
    less interested in enjoyable activities
  • We assume our behavior is due to external reward
    and not internal attitude
  • Only self-perception theory explains this!!!

16
Overjustification Effect
  • Children and coloring study
  • Three conditions expected reward, unexpected
    reward, no reward
  • Later, kids in expected reward condition colored
    less
  • Using rewards to stamp out undesirable behavior

17
Dissonance Versus Self-Perception
  • Both suggest that attitudes follow from our
    behavior
  • Dissonance Better at explaining attitude change
  • Self-perception Better at explaining attitude
    formation
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