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Key Concepts:

Terms in this set (31)

--As predicted by the principle of attitude consistency, if we engage in an unexpected or unusual behavior, our thoughts and feelings toward that behavior are likely to change.
--Self-perception occurs when we use our own behavior as a guide to help us determine our thoughts and feelings.
--Self-perception can lead to either insufficient justification—the perception that there
was not enough external threat to avoid engaging in a behavior—or overjustification— the perception that our behavior was caused primarily by external factors.
--Principles of self-perception suggest that to create true attitude change we should avoid
using too much punishment or too much reward.
--Cognitive dissonance refers to the discomfort that occurs when we behave in ways that we see as inappropriate, such as when we fail to live up to our own expectations
--Dissonance is reduced by changing behavior, by reducing dissonant cognitions, or by creating new consonant cognitions to counteract the dissonant cognitions.
--Dissonance is observed in many everyday experiences, including initiation and the
experience of postdecisional dissonance.
--Engaging in dissonance reduction has many positive outcomes for our affect but may lead to harmful self-justifications and irrational actions.
--Because dissonance involves self-concern, it is stronger when we do not feel very positively about ourselves and may be stronger in Western than in Eastern cultures.
--Marketers use the principles of dissonance in their attempts at persuasion. Examples are the foot-in-the-door technique, low-balling, and the bait-and-switch technique.