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1) Choice is involved

2) Commitment has been made

3) Individuals are responsible for any consequences of their

behavior (and if the consequences could be anticipated)

4) Negative consequences are believed to be likely to occur

5) Ones self-concept is involved

More Cognitive Dissonance Occurs When:

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SELF-PERCEPTION THEORY

Internal States (e.g., So-called private stimuli,physiological)

Gross evaluation (e.g., I feel happy; I feel sad

Use of external social cues for precise discriminations (e.g.,

other peoples behavior or ones own actions, statements,thoughts)

Attitudes formed

DARYLBEM

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Attutude

survey (on

environmental

issues

WEAK STRONG

Behavioral

survey (what

people actually

did about

environmental

issues

Attitude

survey (on

environmental

issues

Those with weak initial environmental

attitudes had their attitudes affected by

their responses to the behavior

questionnaire

SELF-PERCEPTION STUDY

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Do Changing Attitudes Lead to Changes in Behavior?

Norms regarding proper behavior in a given situation(& consequences)

Availability or absence of alternatives

Extraneous events

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Factors Affecting The Consistency of Attitudes and Behaviors

ATTITUDES

Specific Role of

Strength personal

Accessibility

Range of behaviorsassessed

BEVAVIOR

experience

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Central

Processing

Peripheral

Processing

In-Depth Thought;

Detailed Analyses ofInformation

Lazy Thinking;

Superficial Analyses of

Information

Ability (IQ, knowledge base,

distracters, message complexity)

Motivation (e.g., personal relevance)

Elaboration Likelihood Model (ELM)

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Message

Motivation to Process?(e.g., relevance, need forcognition, responsibility

Peripheral Cues

Present in Message?

(e.g., attractive source,

emotional content)

Peripheral

Processing

Ability to Process? (e.g.,knowledge, distractions,

message comprehensibility)

Nature of Cognitive Processing

Favorable

thoughts

Unfavorable

thoughts

Neutral

thoughts

Cognitive Structure Change (e.g., new thoughts

stored in memory)

Central positive

attitude change

Central negative

attitude change

No

YesNo

Yes

~ ELM Detail ~

Relatively permanent attitudes,More predictive of behavior

Keep initial

attitude

Yes

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Low High

Low argumentquality

High argumentquality

Relevance Relevance

Low High HighLow

STUDY OF

ELM

MODEL

If high perceived relevance exists, argument quality is most

important

Status of Presenter

Issue: To institute a comprehensive university exit exam