Cognitive Dissonance Theory
- Page ID
- 187788
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Cognitive Dissonance Theory Cognitive dissonance means to have a conflict in how you think. Dissonance means to have inconsistency or conflict. Cognitive dissonance is the psychological conflict from holding two or more incompatible beliefs simultaneously. Cognitive dissonance is a relatively straightforward social psychology theory that has enjoyed wide acceptance in a variety of disciplines including communication. The theory replaces previous conditioning or reinforcement theories by viewing individuals as more purposeful decision makers; they strive for balance in their beliefs. If presented with decisions or information that create dissonance, they use dissonance-reduction strategies to regain equilibrium, especially if the dissonance affects their self-esteem. The theory suggests the following:
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