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Discussion – Cognitive Constancy TheoriesDiscussion – Cognitive Constancy Theories Presentation – Social Norm TheoryPresentation – Social Norm Theory Discussion – Social Norm TheoryDiscussion – Social Norm Theory

Cognitive Constancy TheoriesCognitive Constancy Theories

Cognitive DissonanceCognitive Dissonance Balance TheoryBalance Theory Congruity TheoryCongruity Theory Rokeach’s Value TheoryRokeach’s Value Theory

Cognitive Dissonance TheoryCognitive Dissonance Theory

Based on the belief that we have a drive for Based on the belief that we have a drive for lack of cognitive dissonance. lack of cognitive dissonance.

In other words, we want consistency between In other words, we want consistency between our beliefs and our actions. our beliefs and our actions.

We also want consistency between our beliefs.We also want consistency between our beliefs.

QuestionsQuestions

How is cognitive dissonance theory related to How is cognitive dissonance theory related to communication theory.communication theory.

   What is the difference between selective What is the difference between selective

exposure, post-decision dissonance, minimal exposure, post-decision dissonance, minimal justification.justification.

We seek to avoid dissonanceWe seek to avoid dissonance

Surround ourselves with people of the same Surround ourselves with people of the same attitudes.attitudes.

Selective exposure to information that Selective exposure to information that supports our beliefs.supports our beliefs.

What if we can’t avoid it?What if we can’t avoid it?

If we have psychological inconsistency If we have psychological inconsistency involving involving behaviorbehavior, we either have to change , we either have to change our attitude or our behavior. our attitude or our behavior.

Change will occur in whichever has the Change will occur in whichever has the weakest resistance to change. weakest resistance to change.

What if we can’t avoid it?What if we can’t avoid it?

If we have psychological inconsistency If we have psychological inconsistency involving involving cognitions,cognitions, we either have to change we either have to change our attitude or change the weight of one of the our attitude or change the weight of one of the cognitions. cognitions.

We can trivialize or minimize the We can trivialize or minimize the transgression (only if we have high self-transgression (only if we have high self-esteem)esteem)

Post-decision ReassurancePost-decision Reassurance

Dissonance occurs after we have invested a Dissonance occurs after we have invested a resource (such as time or money) on resource (such as time or money) on something.something.

We worry about whether that was the right We worry about whether that was the right choice (dissonance) so we either seek choice (dissonance) so we either seek justification from friends or within ourselves justification from friends or within ourselves (we rationalize).(we rationalize).

Minimal JustificationMinimal Justification

The classic 1$ versus $20 experiment.The classic 1$ versus $20 experiment.

Offering minimal justification for engaging in Offering minimal justification for engaging in a behavior that the person may not do a behavior that the person may not do otherwise results in dissonance and a need for otherwise results in dissonance and a need for another method (rather than reward) for another method (rather than reward) for eliminating the dissonance. eliminating the dissonance.

How does this pertain to us?How does this pertain to us?

We can create dissonance to induce a behavior We can create dissonance to induce a behavior shift (but that does not ensure an attitude shift)shift (but that does not ensure an attitude shift)

Other OptionsOther Options

We can become a credible person in a person’s We can become a credible person in a person’s life and suggest incremental change life and suggest incremental change

How does this relate to Social Judgment How does this relate to Social Judgment Theory?Theory?

QuestionsQuestions

What kind of change will happen if there's What kind of change will happen if there's conflict. Is there any research relating to it?conflict. Is there any research relating to it?

Who is the real originator of this theory? Who is the real originator of this theory?

Conflict?Conflict?

Dissonance is internal conflictDissonance is internal conflict

Balance theory, congruity theory both deal Balance theory, congruity theory both deal with conflict between your beliefs and actions with conflict between your beliefs and actions and those of someone significant in your life. and those of someone significant in your life.

Who OriginatedWho Originated

Many members of the scientific communityMany members of the scientific community

Lewin – force theoryLewin – force theory Heider – balance theoryHeider – balance theory ?? – Congruity theory?? – Congruity theory Rokeach – Value TheoryRokeach – Value Theory Festinger – Cognitive Dissonance TheoryFestinger – Cognitive Dissonance Theory

Other theoriesOther theories

Balance theoryBalance theory

Congruity TheoryCongruity Theory

Rokeach’s Value TheoryRokeach’s Value Theory

Heider’s Balance TheoryHeider’s Balance Theory

Balance another word for consistency – if I Balance another word for consistency – if I like someone, I want things to be in balance.like someone, I want things to be in balance.

So if we disagree on political candidates, what So if we disagree on political candidates, what are the options?are the options?

OptionsOptions

I have to decide that I don’t like the person as I have to decide that I don’t like the person as much, or . . .much, or . . .

I have to decide I like the political candidate a I have to decide I like the political candidate a bit better, or . . . bit better, or . . .

I have to trivialize politics to minimize (rather I have to trivialize politics to minimize (rather than eliminate) the dissonance, or . . . than eliminate) the dissonance, or . . .

I will continue to have cognitive dissonance.I will continue to have cognitive dissonance.

Congruity TheoryCongruity Theory

Same as balance except that movement can be Same as balance except that movement can be 2-way.2-way.

I like someone but he makes a statement I I like someone but he makes a statement I disagree with – I modify both sides to create disagree with – I modify both sides to create congruity.congruity.

Rokeach’s Value TheoryRokeach’s Value Theory

People are driven by valuesPeople are driven by values To act inconsistent with values is to attack To act inconsistent with values is to attack

self-identity, and is intolerable. self-identity, and is intolerable. Dissatisfaction with self is motivation to Dissatisfaction with self is motivation to

change. change.

Note that dissatisfaction with self is cognitive Note that dissatisfaction with self is cognitive dissonance. dissonance.

How can we use these theories?How can we use these theories?

Highlight incongruities, inconsistencies, Highlight incongruities, inconsistencies, imbalances a person has – in other words, imbalances a person has – in other words, don’t allow the person to trivialize or to don’t allow the person to trivialize or to eliminate from thoughts. eliminate from thoughts.

Create the potential for dissonance or Create the potential for dissonance or incongruence. incongruence.

Social NormsSocial Norms

PresentationPresentation

What to take out of Social NormsWhat to take out of Social Norms

Injunctive norms – what most people approve Injunctive norms – what most people approve or disapprove of.or disapprove of.

Descriptive norms – what most people doDescriptive norms – what most people do

Only have impact when activated.Only have impact when activated.

It just means that you have to remind It just means that you have to remind someone, either with a sign, verbally or by role someone, either with a sign, verbally or by role modeling. modeling.

Social NormsSocial Norms

What most people think or doWhat most people think or do

Subjective normsSubjective norms

What those important to you think or do.What those important to you think or do.

Personal NormsPersonal Norms

What you think or do. What you think or do.

So how do we use?So how do we use?

If we want to change behavior, activate a If we want to change behavior, activate a norm.norm.

However, only going to be most effective at However, only going to be most effective at that moment because norm will become that moment because norm will become inactive.inactive.

Which are the best norms to activate?Which are the best norms to activate?

Relationship to Cognitive Relationship to Cognitive Dissonance?Dissonance?

Dissonance is created when we violate our Dissonance is created when we violate our personal norms or when subjective norms are personal norms or when subjective norms are not consistent with ours. not consistent with ours.