3-1 Discussion: Cognitive Dissonance
3-1 Discussion: Cognitive Dissonance: What is cognitive dissonance? What role does it play in regards to attitude and/or behavior change? What is the role of external rewards in regards to attitude change…
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3-1 Discussion: Cognitive Dissonance
Paper details
What is cognitive dissonance? What role does it play in regards to attitude and/or behavior change? What is the role of external rewards in regards to attitude change? How might a new car salesperson use what he/she knows about cognitive dissonance (sometimes called buyer’s remorse) to make a customer more content with their purchase (and less likely to want to return their vehicle)? Use research from the Shapiro Library to support your claims.
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Solution
Cognitive Dissonance
What is cognitive dissonance?
Cognitive dissonance theory highlights a mental conflict where an individual’s beliefs are not aligned with their actions (Harmon-Jones & Mills, 2019). This misalignment may produce mental discomfort, leading to one’s change of attitudes and behaviors to restore balance.
What role does it play in regard to attitude and/or behavior change?
This underlying psychological tension may motivate people to adopt a change in attitude and behavior that would produce consistency with their current thoughts and feelings (Aronson, 2019). Ideally, when an individual has inconsistent behaviors with their attitudes and beliefs, cognitive dissonance motivates the individual to make changes in their attitudes to restore consistency.
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What is the role of external rewards regarding an attitude change?
According to Black and Allen (2018), external rewards drive extrinsic motivation, which can change attitudes and behavior. They may include tangible rewards like money or intangible ones like praise. In this regard, people may change their attitudes toward receiving these external rewards. Nonetheless, external rewards can be used in operant conditioning, where individuals may change their behavior to earn the reward (Devine et al., 2019). Specifically, when individuals receive new information when they have a mental conflict, they feel challenged to restore balance, which may trigger attitude change.
How might a new car salesperson use what he/she knows about cognitive dissonance (sometimes called buyer \’s remorse) to make a customer more content with their purchase (and less likely to want to return their vehicle)?
A new salesperson may use cognitive dissonance information to prevent regrets arising from making purchases. For example, a new salesperson may develop strategies to follow up on the customer through emails or phone calls (Harmon-Jones & Harmon-Jones, 2019). They may send a message to thank them for the purchase, which will make them more content with the product and reduce the chances of returning the vehicle.
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References
- Aronson, E. (2019). Dissonance, hypocrisy, and the self-concept. Cognitive dissonance: Reexamining a pivotal theory in psychology (2nd ed.), 141-157. https://doi.org/10.1037/0000135-007
- Black, S., & Allen, J. D. (2018). Part 7: Rewards, motivation, and performance. The Reference Librarian, 59(4), 205-218. https://doi.org/10.1080/02763877.2018.1499164
- Devine, P. G., Tauer, J. M., Barron, K. E., Elliot, A. J., Vance, K. M., & Harmon-Jones, E. (2019). Moving beyond attitude change in the study of dissonance-related processes: An update on the role of discomfort. Cognitive dissonance: Reexamining a pivotal theory in psychology (2nd ed.), 247-269. https://doi.org/10.1037/0000135-012
- Harmon-Jones, E., & Harmon-Jones, C. (2019). Understanding the motivation underlying dissonance effects: The action-based model. Cognitive dissonance: Reexamining a pivotal theory in psychology (2nd ed.), 63-89. https://doi.org/10.1037/0000135-004
- Harmon-Jones, E., & Mills, J. (2019). An introduction to cognitive dissonance theory and an overview of current perspectives on the theory. Cognitive dissonance: Reexamining a pivotal theory in psychology (2nd ed.), 3-24. https://doi.org/10.1037/0000135-001
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