Cognitive dissonance theory (2 of 2)


4. (a) What is induced compliance? What is counterattitudinal advocacy? (b) Explain the dissonance theory view of induced-compliance situations. What is the key influence on the amount of dissonance experienced in such situations? Explain the relationship between incentive and dissonance in such situations. (c) Explain, from a dissonance perspective, the operation of low-price offers. From the marketer's point of view, what is the ideal amount of incentive to offer? (d) Explain, from a dissonance perspective, the operation of promotions that invite consumers to send in essays explaining why they like the product (or to send in advertisements, etc.), in return for being entered in a prize drawing. (e) Explain, from a dissonance perspective, the effects of insufficient incentive for counterattitudinal action. When might a persuader want to offer such insufficient incentive? (f) Identify a limiting condition on the occurrence of the predicted dissonance effects in induced-compliance situations. How is freedom of choice such a condition?


5. (a) What is hypocrisy induction? Identify a common persuasive situation in which hypocrisy induction might be useful to a persuader. (b) What two things are made salient in inducing feelings of hypocrisy? (c) Explain how a persuader can use hypocrisy induction to change behavior; identify a necessary condition for such effects. Explain how and why hypocrisy-induction efforts might backfire; describe two ways in which those experiencing hypocrisy might achieve attitude-behavior consistency.