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Summarize the Relationship Between
Attitudes and Behavior (1 of 2)
•The attitudes that people hold determine what they do.
–Festinger: cases of attitude following behavior
illustrate the effects of cognitive dissonance.
–Cognitive dissonance is any incompatibility an
individual might perceive between two or more
attitudes or between behavior and attitudes.
•Research has generally concluded that people seek
consistency among their attitudes and between their
attitudes and their behavior.