Direct and indirect persuasive effects of dissonance-producing messages.
- 1 May 1960
- journal article
- Published by American Psychological Association (APA) in The Journal of Abnormal and Social Psychology
- Vol. 60 (3) , 354-358
- https://doi.org/10.1037/h0046750
Abstract
“Several hypotheses regarding the effectiveness of persuasive messages were derived from Festinger's ‘Theory of Cognitive Dissonance.’ It was predicted that messages would be effective in changing opinions on the explicit issues to the extent that they argued in dissonance-reducing directions; and on related, unmentioned issues, to the extent that they argued in a dissonance-increasing direction. It was further predicted that the dissonance-reducing changes would show a slower rate of temporal decay after the communication . . ‥ Both predictions . . . were confirmed.” (PsycINFO Database Record (c) 2006 APA, all rights reserved)Keywords
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