COMM 1 Lecture Notes - Lecture 26: Cognitive Dissonance, Elaboration Likelihood Model

• School: Irvine Valley College
• Department: Communication Studies
• Course: COMM 1
• Professor: french

Document Summary

Persuasion focuses on dissonance, so you can change your behavior. If you see a non-smoking commercial, flip the channel. Dissonance likely to be greater if: important decision, irreversible, much time/energy invested. Attitude: you feel that it"s good to be healthy. Belief: you believe that ice cream is unhealthy. Behavior: you eat lots of ice cream. Shift the belief, or the attitude, or the behavior. Ex. ) you can say that it is good to be unhealthy, to enjoy life (attitude) Ex. ) ice cream is not unhealthy really (belief) Add consonant cognition/attitude(s) this is the only thing i eat that is unhealthy; i"m going to exercise later. Being healthy is good, but not all there is to life. When minimal justification (for behavior) more dissonance shift attitude think of the vs . Alternative explanation (aronson): inconsistency is with behavior and self- concept (e. g. , guilt) Elaboration likelihood model (elm) - petty and cacioppo.