Cognitive Dissonance Theory

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Social norms have a very strong influence on attitude. Social norm is how people are assumed to behave in a particular context or role or it is considered the society's rules for appropriate behaviors. Man's socialization is revealed mainly in his attitude formed in relation to the values and norms of his reference group or groups" (Sherif, 1936, as cited in Smith and Hogg, 2006, p.2). Constructing a group norm that indicates what attitudes are normative, people who share a social identity use each other’s’ attitudes (Smith and Hogg, 2006, p.11). People's attitudes are the functions of their beliefs about the costs and benefits of performing behavior, whereas subjective norms are based on people's beliefs concerning what others want them…show more content…
This produces a feeling of discomfort leading to an alteration in one of the attitudes, beliefs or behaviors to reduce the discomfort and restore balance etc." (McLeod, 2008, Cognitive Dissonance, para.1). Festinger's (1957 as cited in McLeod, 2008) cognitive dissonance theory suggests that we have an inner drive to hold all our attitudes and beliefs in harmony and avoid disharmony or dissonance." For example, when people smoke (behavior) and they know that smoking causes cancer (cognition) ", (Cognitive Dissonance" para.1). 1.2.5. Other dimensions of…show more content…
Attitude change Although attitudes have a strong effect on behavior, they are not set in stone. The same factors that lead to attitude formation can also cause attitude change (cherry, 2016). 1.3.1. Learning Theory of Attitude Change: Operant conditioning, classical conditioning, and observational learning can bring about attitude change. Operant conditioning can be applied to strengthen acceptable attitudes and weaken unacceptable ones. Classical conditioning is creating positive emotional reactions to a person, an object or event by associating positive feelings with the target object. People may change their attitudes after observing the behaviors of others (cherry, 2016). 1.3.2. Elaboration Likelihood Model of Attitude Change: This theory is a dual process theory by Petty and Cacioppo (1986) indicating the change of attitude under central route and peripheral route. It suggests that people can change their attitudes in two
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