4201 Chapter 6.docx

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Department
Business Admin:Marketing & Log
Course
BUSML 4201
Professor
Robert Smith
Semester
Spring

Description
4201 Chapter 6 Cognitive Consistency  How do people decide which information to accept and store in their model of the world? Immediate vicinity: In old days, life was much more simple so natural selection favored  sensory apparatus designed to ID immediate environment and only had to process small  amounts of information • Therefore ancestors developed perceptual skills emphasizing short  intensive bursts of close­by survival­related data collection • We have evolved and our brains can hold 10­100 trillion associations • STM is the perceptual bottleneck Information sample: Items selected from a much larger environment and stored/used to  model the world Representative sample: Simple random sample How does each person decide which information from the environment is sampled  and accepted?  1. Truth seeking 2. Cognitive consistency We seek the truth but are often conflicted because we often want to defend our internal  model’s existing views Cognitive consistency: Tendency for people to sample, accept, and retain informational  items that are consistent with one another Balance theory: People strive for balance consistent with their values and beliefs  Congruity theory: Beliefs and values tend toward equal polarization Cognitive dissonance theory: Inconsistent between beliefs and values is psychologically  uncomfortable and therefore avoided There is motivation for cognitive consistency because: 1. Humans usually dislike uncertainty 2. Humans 
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