The Key Points:
• People seek consistency in their lives.
• People are sensitive to contradictions and inconsistencies.
• Dissonance (discomfort, guilt, doubt) fosters attitude change.
The Rules of Consistency People Expect Consistency:
“My behavior is consistent with my self- concept” Inconsistencies Create Dissonance
• Uncomfortable and tense experiences
• Stress-like physiology
• If dissonance was a pill, would you buy it? Dissonance fosters the desire for
consistency
• Dissonance can be reduced by changing one’s perception of the relevant behavior .
• Dissonance can be reduced by changing perception of one’s self.
Doing Dissonance
Planning Is Important
Get and Hold Internal Attribution
• Free Choice
• No Rewards
• No External Excuse (e.g., external cause or blame) Cause Negative Inconsistency
• Get a behavioral commitment. The person(s) should actually do the inconsistency (the inconsistent behavior)
• Let the person(s) do the work. Don’t you criticize the person’s "stupidity."
Focus on Behavior, not Self Concept
• Let attitude change toward Behavior be your Goal
• Avoid direct attacks on Self Concept
Implications Worse Is Best: more inconsistency, more dissonance, more change
Interesting Explanation for Counter-Intuitive Behaviors:
• Initiation, Military boot camp, Colleges
• Abusive Relationships
• Relatively Small Advertising Effects (Politics) Internal and External Attribution Consequences of Failed Persuasion
Titany answered the question on November 29, 2021 at 12:03
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