Attitude Theories, Research Paper Example

This paper examines two different aspects of Attitude theory.  That of Osgood and Tannenbaum’s Congruity Theory and Leon Festinger’s Cognitive Dissonance Theory. The two approaches are compared and contrasted considering both the positive and negative aspects of each approach.

Leon Festinger: Cognitive Dissonance Theory

This approach was developed by the Stanford University Professor Leon Festinger. In simplistic terms the concept of cognitive dissonance relates to a mental state where people behave abnormally or state opinions which in normal circumstances they do not believe. Festinger pointed out that we try to avoid this state in order to remain consistent. Subsequently the more value or acknowledgement of importance to a particular change condition the higher amount of dissonance is felt.

Festinger developed this into three distinct hypotheses:

Hypothesis 1: Selective Exposure Prevents Dissonance

People in general avoided information that results in dissonance. We tend towards adopting consistent behavioural patterns i.e. keeping the same friends, watching specific TV programs and having a social circle that we feel comfortable with.

Hypothesis 2: Post Decision Dissonance Creates a Need for Reassurance

Increased tension can heighten dissonance. Festinger highlighted three primary conditions: (1) importance of the issue (2) the time taken to reach a decision (3) Difficulty of changing or reversing decision once made.  It is the element of doubt and the need for emotional support in reaching the correct decision

Hypothesis 3: Minimal Justification for Action Induces a Shift in Attitude

“The minimum incentive should be offered to make a change in attitude “(Griffin, 1997).

Positive attributes:

• An influential approach to the study of attitude behaviour
• Works best when we have freedom of choice
• Cultural influences become determining factors

Negative attributes:

• Decisions are not one dimensional and normally involve a number of alternatives
• Dissonance will result when actions are taken
• Consistency is a stronger motivating factor in individuals than collectives
• Studies conflict with self affirmation and self perception theories

Osgood and Tannenbaum’s Congruity Theory

This theory is linked to communication and persuasion. The theory examines situations where a source determines assertions about a concept with an audience having attitudes about both the source and concept. Such attitudes being positive (associative) or negative (dissociative).  The theory points out that incongruity have negative imbalance effects being unpleasant and as such motivates audience to a shift in attitude. (William L. Benoit, 2010).

Another aspect of congruity theory is that it provides a basis for predicting the direction of attitude change. This based upon the attitude of the audience to the source and concept. “The Congruity theory predicts that if there are two contradicting people, sets of information, or concepts on which a judgment must be made by a single observer, the observer will experience pressure to change his or her judgment on one of the sides.  However, if the two sets of information are similar or congruent, then there will be no problem, and the observer will not experience pressure of any form.”  (Osgood, 1955).

Positive attributes

• The theory is essentially a scientific one as it provides a model basis for predicting how third party observers react to arguments by two other people

Negative attributes

• It offers little by way of explanation in terms of why people behave in this situation, with particular reference to how both views and attitudes change

Example

Dave and Peter are discussing what is the best classical movie of all time. David states that Casablanca is much better than Gone with the Wind and the two have no similarity. An independent observer does not view the two as being similar. As such if Peter argues that the movies are similar the observer will be moved to consider the movies on more of an equal footing.

Works Cited

Griffin, E. (1997). A First Look at Communication Theory. In E. Griffin, A First Look at Communication Theory. New York: McGraw-Hill Company.

Osgood, C. &. (1955). The principle of congruity in the prediction of attitude change. Psychology Review, , 62, 42-55. .

William L. Benoit, P. (2010). Congruity Theory. Retrieved 11 5, 2011, from Persuasion: http://www.cios.org/encyclopedia/persuasion/Ccongruity_theory_1congruity.htm