COMM 404 Lecture Notes - Balance Theory, Attitude Change, Cognitive Dissonance

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The caa research paradigm counterattitudinal advocacy (caa) procedures that require people to advocate a position that is inconsistent with their existing attitude. Caa research procedure: know participants" attitudes, ask participants to advocate for opposite position, attitude change is produced when certain situational characteristics are met (e. g. , perceived justification, freedom of choice, consequences of caa)* *capacity of caa to actually induce attitude change may be rather limited. People have a need for cognitive consistency. When cognitive inconsistency exists, we experience psychological discomfort. Psychological discomfort motivates us to resolve the inconsistency and restore cognitive balance consonance when two or more cognitions are consistent with each other dissonance when two or more related cognitions are inconsistent with one another. Change the cognitive element related to the behavior. Change the cognitive element(s) related to the attitude. Methods of reducing dissonance are not directly observable.

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