Forced compliance theory5/31/2023 ![]() In this respect, dissonance theory is contradictory to most behavioral theories which would predict greater attitude change with increased incentive (i.e., reinforcement).ĭissonance theory applies to all situations involving attitude formation and change. Furthermore, attitude change is more likely in the direction of less incentive since this results in lower dissonance. ![]() The greatest dissonance is created when the two alternatives are equally attractive. There are three ways to eliminate dissonance: (1) reduce the importance of the dissonant beliefs, (2) add more consonant beliefs that outweigh the dissonant beliefs, or (3) change the dissonant beliefs so that they are no longer inconsistent.ĭissonance occurs most often in situations where an individual must choose between two incompatible beliefs or actions. Two factors affect the strength of the dissonance: the number of dissonant beliefs, and the importance attached to each belief. In the case of a discrepancy between attitudes and behavior, it is most likely that the attitude will change to accommodate the behavior. ![]() When there is an inconsistency between attitudes or behaviors (dissonance), something must change to eliminate the dissonance. According to cognitive dissonance theory, there is a tendency for individuals to seek consistency among their cognitions (i.e., beliefs, opinions).
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