ch 4,5,6

O’Keefe, Persuasion: Theory and Research, Third Edition

Chapter 5: Cognitive Dissonance theory Name: __________________________________

Discussion Questions:

Imagine that you are in charge of creating a campaign that will increase the number of students and employees on your campus that get the flu vaccine each year. How could you potentially use cognitive dissonance theory to inform your campaign?

The cognitive dissonance theory explains the tendency of an individual to seek consistency among their cognitions including their beliefs and opinions. As such, I would apply the cognitive dissonance theory to inform my campaign by making sure that I am consistence with the beliefs that the target audience holds to strongly.

In thinking about the potential for it to backfire when you attempt to persuade some using the hypocrisy induction technique, are there any strategies you can think of that might reduce the potential for your efforts to backfire?

There are a number strategies that could be used to reduce the possibilities of the efforts to backfire. One of the strategies is that of using influential people in the society to persuade the target group. Additionally, it would be effective if an alternative technique to convince the target population was developed and adopted just incase the original technique developed some signs of back firing.

Can you think of any other potential applications for counter-attitudinal interventions?

The counter-attitudinal interventions can be applied in guiding and counseling individuals who are addicts to any of the drugs as it may help them to change their attitudes and make the right decisions towards their lives.

Given the fact that the low-low price strategy does not always produce long-term results, if you were in charge of getting people to try a new product, what type of strategy would you use? Why?

For this, I would apply the counter-attitudinal strategy that will change the attitudes of the buyers.

References

Dillard, James Price and Shen, Lijiang (2013). The Sage handbook of persuasion: Developments in theory and practice. (2nd Ed.) Los Angeles, CA: Sage Publications, Inc.