Active And Passive Agreement In A Persuasive Speech
The final condition necessary for cognitive dissonance to work is related to external and internal justifications. External justificationThe process of identifying reasons outside of one`s own control to support one`s behaviour, beliefs and attitudes. refers to the process of identifying reasons outside of one`s own control to support one`s behaviour, beliefs and attitudes. Internal justificationThe process of reducing cognitive dissonance through a voluntary change in behaviour, belief or attitude. occurs when someone voluntarily changes a behavior, belief or attitude to reduce cognitive dissonances. When it comes to creating change through conviction, external justifications lead less often to changes than to internal justifications. Festinger, L., Carlsmith, J.M.. (1959). The cognitive consequences of forced compliance. Journal of Abnormal and Social Psychology, 58, 203-210. Imagine making a speech with the specific purpose of convincing university students to use condoms when they are having sex. Your analysis of target groups in the form of an anonymous survey shows that a large percentage of your listeners do not routinely use condoms. What would be the most compelling argument: (a) “The unusability of condoms inevitably leads to unintended pregnancies and sexually transmitted infections, including AIDS” – or (b) “If you consider yourself a responsible adult, use condoms to protect yourself and your partner”? With the first argument, you have provided an external justification for the use of condoms (i.e.
terrible things happen when you don`t use condoms). Auditors who refuse this external justification (for example. B who does not consider these inevitable consequences to be inevitable) are unlikely to change their behaviour. But with the second argument, if your listeners consider themselves responsible adults and do not use them consistently in condoms, the conflict between their self-image and their behavior will cause cognitive dissonances. To reduce this cognitive dissonance, they are likely to seek an internal justification for self-opinion as responsible adults by changing their behavior (i.e. using condoms more consistently). In this case, according to the theory of cognitive dissonance, the second compelling argument would be one that would rather lead to a change in behaviour. For the most part, the nature of belief has changed over the past 50 years as a result of the influx of different types of technologies. People are bombarded by compelling messages in today`s world, which is why it is very important for modern public spokespeople to think about how to create compelling messages.