Microsoft Word Chapter 1 done doc

Direct Approaches: 
1. 
Change of our attitude or behaviour so that these are more 
consistent. 
2. 
Reduce cognitive dissonance by acquiring new information to 
support our attitude. 
3. Trivialization. A technique for reducing dissonance in which 
the importance of attitudes and behaviours that are 
inconsistent with each other is cognitively reduced.
Direct approach focus on attitude behaviour discrepancies 
that are causing dissonance. 
Indirect Approaches: 
 
Research by Steele (1988) and his colleagues indicate that : 
1. Positive self evaluations by focusing on their positive self 
attributes reduce dissonance. 
2. 
Engaging in distracting activities that takes one’s mind off the 
dissonance (Zanna and Aziza 1976). 
Scientific evidence relate the fact that dissonance is 
unpleasant. Also dissonance is indeed a universal aspect of human 
thought. But the conditions under which it occurs and the tactics 

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individuals choose to reduce it appear to be influenced by cultural 
factors. 
7.8 QUESTIONS : 
1. 
What is persuasion?
2. 
How can you change attitudes?
3. 
State the findings of early research on persuasion?
4. What are the factors contributing resistance to persuasion?
5. What is cognitive dissonance? 
7.9 REFERENCES : 
1. 
Robert A. Baron and Donn Byrne (2004) Social Psychology. 
Pearson. 
2. 
S. K. Mangal (2007). Essentials of Educational Psychology, 
Prentice. Hall of India Private Limited. New Delhi. 
3. Crow and Crow (1991) Educational Psychology Eurasia 
publishing House (P) Ltd. New Delhi. 
4. 
Kuppuswamy B – An Introduction to social psychology. Asia 
publishing House, Mumbai 1971. 
5. Aronson 
E. 
Wilson, T. D. and Akert RM (2007) Social 
psychology. New Jersey : Pearson Education. 
6. Taylor, S. E. Peplau, L. A and Sears D. O. (2006). Social 
psychology (12
th
Edi) New Delhi. Pearson Education. 
7. www.beed.gov.be.ca/careers/planning.

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