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Cognitive dissonance theory of communication was initially advanced by American psychologist Leon Festinger in the 1960s. Festinger theorized that cognitive dissonance usually arises when a person holds two or more incompatible beliefs simultaneously. [81]
Attitudes are associated beliefs and behaviors towards some object. [1] [2] They are not stable, and because of the communication and behavior of other people, are subject to change by social influences, as well as by the individual's motivation to maintain cognitive consistency when cognitive dissonance occurs—when two attitudes or attitude and behavior conflict.
According to cognitive dissonance theory, there are three types of cognitive relationships: consonant relationships, dissonant relationships, and irrelevant relationships. Consonant relationships are when two elements, such as beliefs and actions, are in equilibrium with each other or coincide.
The reduction in cognitive dissonance following a decision can be achieved by selectively looking for decision-consonant information and avoiding contradictory information. The objective is to reduce the discrepancy between the cognitions, but the specification of which strategy will be chosen is not explicitly addressed by the dissonance theory.
Leon Festinger originally proposed the theory of cognitive dissonance in 1957. He theorized that human beings constantly strive for mental consistency. Our cognition (thoughts, beliefs, or attitudes) can be in agreement, unrelated, or in disagreement with each other.
Leon Festinger (8 May 1919 – 11 February 1989) was an American social psychologist who originated the theory of cognitive dissonance and social comparison theory.The rejection of the previously dominant behaviorist view of social psychology by demonstrating the inadequacy of stimulus-response conditioning accounts of human behavior is largely attributed to his theories and research. [1]
This model integrates these three areas to propose a holistic explanation for an individual's response to cognitive dissonance. It models an explanation of the dynamic structure of attitudes and the attitude change involved in cognitive dissonance theory. PCSP posits that beliefs impose constraints on other beliefs, and conditions can either ...
Frank Dance's helical model of communication was initially published in his 1967 book Human Communication Theory. [161] [162] [163] It is intended as a response to and an improvement over linear and circular models by stressing the dynamic nature of communication and how it changes the participants. Dance sees the fault of linear models as ...