PSYC241 Lecture 12: Ambivalence and Cognitive Dissonance

18 views3 pages

For unlimited access to Class Notes, a Class+ subscription is required.

PSYC241 – Ambivalence and Cognitive Dissonance Oct. 4, 2012
- 4 as indifference
- 4 as neutral
- 4 as ambivalent  mixed attitudes, conflicted with both sides (strong on both
sides)
-
Ambivalent attitude: when you have both a high positive and high negative evaluation
Ambivalent Attitudes are More Susceptible to Priming
- People often have ambivalent attitudes toward social groups (eg. feminists)
- Participants were retested: we chose some participants who were ambivalent
toward feminists (respect/dislike), some who were not ambivalent
- Non-ambivalent and ambivalent participants matched on overall attitude
- Those who are ambivalent can be highly influenced by priming, whereas someone
who is indifferent/neutral would not be as easily influenced
oStrong positive and negative feelings tend to bounce around (unstable)
based on what they are recently primed to  because they are prone to
bouncing around, they are less likely to predict behaviour than
nonambivalent attitudes
oAmbivalent attitudes more susceptible to situational influences
Cognitive Consistency
- Consonance: When one cognitive element implies or follows another (eg. Positive
attitudes about gym = go to the gym)
- Dissonance: when one cognitive element implies or suggests the opposite of
another (eg. Conflicted beliefs, attitude and behaviour are out of whack  eg. Have
a positive attitude about going to the gym, but don’t go) (makes us feel
uncomfortable)
- Irrelevance: when one cognitive element in no way implies or suggests anything
about another
Type of Dissonance Effects
- Decision Justification:
oIncrease the positive justifications of the decision you made (think positive
thoughts that justify your decision to pick option A). Increase the number
of negative justifications of the decision you didn’t choose (think negative
thoughts that justify your decision to not choose option B)
- Effort Justification:
oJustify the time, effort, or money that we devoted to something that has
turned out to be unpleasant or disappointing
o“liking what we suffer for”
oInsufficient justification/reward = change in attitude
- Induced compliance and attitude change:
oGrasshopper study  rude vs. nice experimenter
Unlock document

This preview shows page 1 of the document.
Unlock all 3 pages and 3 million more documents.

Already have an account? Log in

Get access

Grade+
$10 USD/m
Billed $120 USD annually
Homework Help
Class Notes
Textbook Notes
40 Verified Answers
Study Guides
1 Booster Class
Class+
$8 USD/m
Billed $96 USD annually
Homework Help
Class Notes
Textbook Notes
30 Verified Answers
Study Guides
1 Booster Class