http://www.ciadvertising.org/sa/fall_03/adv382J/mbabbott/index.htm
viewed, 6 may, 2:27am
M. Bruce Abbott, University of Texas in Austin, Sept 2003
Introduction
1957 marked the release of the unitary volume of work entitled "A Theory of Cognitive Dissonance". It's author, Stanford Professor of Psychology Dr. Leon Festinger noticed a tendency for individuals to seek consistency among their attitudes and behaviors (Festinger, 1957). Sometimes a situation arises where attitudes or beliefs and behaviors are not consistent with each other - thus known as dissonance. Festinger states "the existence of dissonance, being psychologically uncomfortable, will motivate the person to try to reduce the dissonance and achieve consonance" and " when dissonance is present, in addition to trying to reduce it, the person will actively avoid situations and information which would likely increase the dissonance" (Festinger 1957). Therefore, in a given situation, an individual must choose......
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Approximate Pages: 15 (260 words per double-spaced page) |