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Influence Theories
Cognitive Dissonance Theory
The Key Points:
• People seek consistency in their lives.
• People are sensitive to contradictions and inconsistencies.
• Dissonance (discomfort, guilt, doubt) fosters attitude change.
The Rules of Consistency
People Expect Consistency: "My behavior is consistent with my self- concept"
Inconsistencies Create Dissonance
-- Uncomfortable and tense experiences
-- Stress-like physiology
-- If dissonance was a pill, would you buy it?
Dissonance fosters the desire for consistency
-- Dissonance can be reduced by changing one's perception of the relevant behavior .
-- Dissonance can be reduced by changing perception of one's self.
Doing Dissonance
Planning Is Important
Get and Hold Internal Attribution
-- Free Choice
-- No Rewards
-- No External Excuse (e.g., external cause or blame)
Cause Negative Inconsistency
-- Get a behavioral commitment.
The person(s) should actually do......

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Approximate Word Count: 686
Approximate Pages: 3 (250 words per double-spaced page)

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