Changing attitudes through cognitive dissonance and persuasive…

The idea

Attitudes can change when new information or experience creates inconsistency among the cognitive, affective and behavioural components. Cognitive dissonance is the discomfort felt when these components conflict; a performer who believes warm-ups prevent injury but skips them may feel unease and restore consistency by changing the behaviour or the belief. Persuasive communication aims to change attitudes through a credible source, a clear and relevant message, an appropriate medium and a receiver who is motivated and able to process it. For example, a respected coach presenting injury data to a team can reduce dissonance and shift attitudes. Change is more likely when the message is personally relevant, the source is trusted and the performer has support to act differently.

What earns the marks

• Cognitive dissonance is the discomfort experienced when a person's beliefs, feelings and behaviour are inconsistent.
• Dissonance motivates the individual to reduce inconsistency, for example by changing the behaviour or changing the belief.
• Persuasive communication can change attitudes through a credible source, a clear message, a suitable medium and an attentive receiver.
• The likelihood of attitude change increases when the message is relevant, the source is trusted and the receiver is motivated and able to process it.
• Attitude change may also require practical support, such as access to facilities or social approval, so that new behaviour can be maintained.

Common mistakes and how to put them right

• Thinking cognitive dissonance is simply feeling nervous before performance.

  Put it right: Dissonance is specifically the discomfort caused by inconsistency among beliefs, feelings and behaviour.

• Believing any message from any source will change attitudes.

  Put it right: Persuasive communication depends on source credibility, message clarity and relevance, suitable medium and receiver motivation.

• Assuming attitude change is always immediate and permanent.

  Put it right: Change is a process that may need repeated persuasive messages, reduced dissonance and ongoing support.

• Confusing dissonance with persuasion.

  Put it right: Dissonance is an internal state of discomfort, whereas persuasive communication is an external attempt to influence attitudes.

Exam tips

• In multiple-choice questions, match the scenario to the correct process: look for internal inconsistency for cognitive dissonance and for a credible source delivering a message for persuasive communication.
• Check whether the option names a condition that makes persuasion more effective, such as source credibility or personal relevance, rather than an unrelated factor.
• Reject options that describe changing a skill or a physical capacity when the stem asks about changing an attitude.