COMM 325 Lecture Notes - Lecture 14: Cognitive Dissonance, Wield
20 Jan 2017
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Re-cap cognitive dissonance / finish dissonance and persuasion. Chapter 8: source factors: today: beginning with charisma authority, tuesday: credibility and social attractiveness. Two conflicting or incongruity among thoughts or mental elements. Those following cd theory take a different approach to persuasion than others we have looked at. Rather than trying to accommodate people"s differences, cd is more confrontational. It says persuaders should evoke cognitive dissonance and then let psychology (the individual) do the work to resolve it. Make a commitment public: during election candidates promise lots of things, once you make those public commitments you should feel pretty dissonance if you do not take action. Encourage people to publically advocate a position they disagree with: if we have people who are publically intolerant, one way to make them change if we make them say it publically that they will stop being prejudice.
