Joseph Pierce is the managing director of Drake Coal Power Plant in North Yorkshire. He knows that coal is a major contributor to climate change and has made his research team study impacts of coal on the environment. After knowing the facts, he faces a high degree of dissonance between his values and behavior. Which of the following is he most likely to do to reduce the dissonance between his belief and behavior?

Question

Quizplus · Accepted Answer

Festinger proposed that cases of attitude following behavior illustrate the effects of cognitive dissonance, any incompatibility an individual might perceive between two or more attitudes or between behavior and attitudes. Research has generally concluded that people do seek consistency among their attitudes and between their attitudes and their behavior. They either alter the attitudes or the behavior, or they develop a rationalization for the discrepancy.

Joseph Pierce Is the Managing Director of Drake Coal Power