Attitude Change!!!
Attitude Change!!! Cognitive dissonance and cognitive part of the attitude
Attention
Comprehend
Acceptance
Retention
the four major components in changing someone's attitude in persuasive communication
People can have multiple beliefs or cognitions about an attitude object. The multiple cognitions can result from persuasive communications or social influence. If discrepancies (cognitive dissonance) develop among cognitions, the person feels internal tension and becomes motivated to reduce that tension. The person can reduce the dissonance by changing one or more cognitions. Such change in the cognitive part of an attitude can lead to change in the attitude itself. (e.g. social pressures/social norms)
Comprehend
Acceptance
Retention
the four major components in changing someone's attitude in persuasive communication
People can have multiple beliefs or cognitions about an attitude object. The multiple cognitions can result from persuasive communications or social influence. If discrepancies (cognitive dissonance) develop among cognitions, the person feels internal tension and becomes motivated to reduce that tension. The person can reduce the dissonance by changing one or more cognitions. Such change in the cognitive part of an attitude can lead to change in the attitude itself. (e.g. social pressures/social norms)
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