Let's say a company that makes a consumer product such as laundry detergent asks customers to write a testimonial about the product in exchange for a small chance of winning a small prize.What does cognitive dissonance theory predict will happen to consumers who participate and write the testimonial?
A) They will feel positive emotions.
B) They will feel negative emotions.
C) They will come to hold more positive attitudes toward the product.
D) They will come to hold more negative attitudes toward the product.

Question

Quizplus · Accepted Answer

Cognitive dissonance theory predicts that individuals will try to reduce any inconsistencies or discomfort they feel between their behavior (writing a testimonial) and their attitudes toward the product. One way to do this is to change or justify their attitudes to align with their behavior. Therefore, participants who write a testimonial are likely to come to hold more positive attitudes toward the product.

Let's Say a Company That Makes a Consumer Product Such