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Richard West University of Southern Maine Lynn H. Turner Marquette University

Introducing Communication Theory Analysis and Application. Third Edition. Richard West University of Southern Maine Lynn H. Turner Marquette University. Cognitive Dissonance Theory (CDT). Chapter 7. based on the research of Leon Festinger. Chapter Summary

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Richard West University of Southern Maine Lynn H. Turner Marquette University

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  1. Introducing Communication TheoryAnalysis and Application Third Edition Richard West University of Southern Maine Lynn H. Turner Marquette University

  2. Cognitive Dissonance Theory (CDT) Chapter 7 based on the research of Leon Festinger Chapter Summary • Principles of Consistency Theories • Theory at a Glance • Process of Cognitive Dissonance • Assumptions of CDT • Concepts and Processes • CDT and Persuasion • Critique

  3. Principles of Consistency Theories • Mind is intermediary between stimulus and response • New stimuli are organized into a pattern with other previously encountered stimuli • If the new stimulus is inconsistent, then people feel discomfort

  4. Theory at a Glance Cognitive dissonance is the feeling of discomfort resulting from inconsistent attitudes, thoughts and behaviors.

  5. Theory at a Glance People are motivated to reduce dissonance and will: • Ignore opposing viewpoints • Change their beliefs to match their actions (or vice versa) • Seek reassurances after making a difficult decision

  6. Process of Cognitive Dissonance Figure 7.1: The Process of Cognitive Dissonance

  7. Types of Cognitive Relationships • Consonant relationships • Dissonant relationships • Irrelevant relationships

  8. Assumptions of CDT • Human beings desire consistency • Dissonance is created by psychological inconsistencies • Dissonance is an aversive state that drives people to action • Dissonance motivates efforts to achieve consonance

  9. Concepts and Processes • Magnitude of dissonance is the quantitative amount of discomfort felt. • Influencing factors: • Degree of importance of the issue • Dissonance ratio • Rationale to justify the inconsistency

  10. Concepts and Processes • Techniques to cope with dissonance: • Reduce the importance of dissonant beliefs • Add to our consonant beliefs • Eliminate the dissonance

  11. Concepts and Processes • Cognitive dissonance and perception • People will avoid information that increases dissonance • Selection process is basis for avoiding dissonant information Continued…

  12. Concepts and Processes • Types of selection: • Selective exposure • Selective attention • Selective interpretation • Selective retention

  13. Concepts and Processes • Minimal justification is offering the least amount of incentive necessary to obtain compliance. • Minimal justification requires more change on a person's part to reduce dissonance • $1/$20 experiment (Festinger & Carlsmith, 1950)

  14. CDT and Persuasion • Much of CDT research focuses on persuasion and decision making • Studies focused on buyer's remorse: • Automobile Purchases (Donnelly & Ivancevich, 1970) • Gambling (Knox & Inkster, 1968; Brownstein, Read, & Simon, 2004) • Quitting Smoking (Simmons, Webb, & Brandon, 2004)

  15. CDT and Persuasion • Researchers studied CDT in a cult • Festinger, Riecken, & Schachter (1956) • Ethnographic, researchers joined and observed the cult • Cult leaders developed new justifications to assuage dissonance

  16. CDT and Persuasion • Research on the relationship of dissonance and communication strategies • Family Communication (Buzzanell & Turner, 1998) • Female Politicians (Sullivan & Turner, 1997)

  17. Critical Strengths of CDT • Generally useful and explanatory • Offers insight into the relationship among attitudes, cognitions affect, and behaviors • Heuristic • Basis for over a thousand studies

  18. Criticisms of CDT • Lacking a high degree of practical utility • Testability • Difficult to prove wrong • “Biased scanning” (Janis & Gilmore, 1965) • Impression management (Cooper & Fazio, 1984) • Self-perception (Bern, 1967) • Self-affirmation (Steele, 1998)

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