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4

Attitude and behavior

Relationship between attitude and behavior

Cognitive dissonance theory identifies that individuals’ attempt to reduce dissonance is based on

Whether the dissonance is controllable

Whether rewards are significant enough to offset  the dissonance

The degree of tension under which individuals are to reduce the dissonance

Implications of understanding this relationship to managers

Change employees’ attitudes first in order to change their behaviors

Offer rewards to reduce dissonance

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