Cognitive Dissonance

Chapter I: Introduction

Background

There are certain features that strength the dissonance, those features are a number of dissonant beliefs and each belief importance that is attached to it. The three methods to remove dissonance are reduction in the importance of dissonant beliefs, addition of consonant beliefs and lastly changing the dissonant beliefs for inconsistent (David L, et al., 2007)

The situation in which dissonance occur is mostly when individuals are incompatible between two beliefs and actions. The maximum dissonance is shaped when two choices are evenly attractive. Nevertheless, theory of dissonance is conflicting to most theories of behavioral which would predict greater attitude change with increased incentive that is reinforcement. It is helpful to begin by explaining what an attitude is and telling its consequence before turning to the processes that affect attitude formation and change (also known as persuasion) (Conrey, et al., 2007). Substantial research has been done on attitude change and how it is form taking in to the consideration of the cognitive dissonance. Ordinary identical terms for attitude change contain persuasion and influence, particularly when person or group is performing as an agent of change (Olson & Fazio, 2001)

Base of Attitudes and Attributes

Cognitive Consistency states that behavior that is at odds with an established attitude demands change. An individual is naturally incentivized to embrace such change, in order to achieve peace between attitude and activity. These drivers will guide the actions that result from this motivation. The self-determination theory recommends that extrinsic motivation internalized through individuals if the task fits with his or her beliefs and values, and consequently, assist to perform essential needs of psychological (Anderson 1982, 15).

An attitude is formed on the basis of cognitions when one comes to believe either that the attitude object possesses (un)desirable attributes, or that the attitude object will bring about (un)desired outcomes. Like the example of computer operating systems, such an attitude is marked by an emphasis on beliefs about the attitude object. Perhaps the best known cognitive model is Fishbein and Ajzen's (1974) expectancy-value model. They argue that an attitude toward a given object is the sum of the expected value of the attributes of the object (Fishbein & Ajzen, 1974).

Emotion and Attitude

The attitutde which is based on emotions, state that formation of attitude is based on certain fellings. However, previous research shows that attitudes formed from affect stem from emotional reactions to the attitude object. Like the example of chocolate, one can be said to have an affectively based attitude when either positive or negative feelings are evoked when considering the attitude object. Social psychologists have uncovered three primary ways in which attitudes might be formed on the basis of affect: operant conditioning, classical conditioning, and mere exposure. Traditionally, operant conditioning has been used by experimental psychologists interested in basic learning principles and is typically defined by the frequency of response, positive outcomes increase the rate of response and negative outcomes decrease it (Stone, et al., 2008). Attitudes can be learned and forms in a similar ...