Cognitive Dissonance & Relative Deprivation

Explain the concept of cognitive dissonance, giving examples of when this phenomen is likely to occur. Why do people in general try to reduce cognitive dissonance? Give examples.

How susceptibility retailers try to reduce a consumers cognitive dissonance? And how might work be responsible for high levels of dissonance?

Explain the phenomenom of relative deprivation. Does it explain the high levels of dissatisfaction, slack and deviance in our society? Why does Oliver James weep Britain a low serotonin society?

Chapter I

Cognitive Dissonance describes a disharmonised mental state in which people feel a discrepancy between things they already know or view and new information or opinions. ATHERTON J S (2003) tuition and Teaching: Cognitive Dissonance [On-line], UK

An individual can switch cognitions approximately, for example, behaviours, attitudes, beliefs or feelings and the cognitions can be, for example, virtually oneself, another soul, a group or general topics. Cognitive Dissonance is not a logical principle but rather a mental one. This means, that it is often impossible to give a rational bill for a behaviour, an opinion or a decision which had been made. thusly one soul whitethorn feel dissonance about a certain aspect whereas another person may think it is consonant. HARMEN-JONES et al.



(1999)

When, for instance, a decision between two akin(predicate) goods has to be made one alternative go out be weigh against the other and the one which is considered to be the best will be taken. After having bought the product, however, the owner will probably witness cognitive dissonance as he or she might no longer be sure whether the decision was in effect(p) or wrong. To make sure that the decision was right the person can now search for positive information about the purchased product or negative information about the spurned product or even ask a person who...

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