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BACKGROUND AND REVIEW OF THE LITERATURE
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05 level Abelson Analysis of Variance attitude change average number gained behavior Brehm and Cohen C-2 group C. P. I. scales California Psychological Inventory Cash Choosers cognitive dissonance commitment comunication credibility crystal choosers decision reversal Determine Significance Difference Between Proportion dissonance reduction dissonance theory effect experiment experimental condition experimenter bias Festinger Fisher Exact Test gained between ratings Group as Versus hard sell hence HS-2 group Journal pf magnitude of dissonance marketing merchandise null hypothesis number of scale opinion change original first choice original second choice original sixth choice Pattern on Original personal selling persuasive communication Proportion of Crystal Reizart Results of Fisher reversed their decisions scale points gained second choice pattern second or sixth second rating SIGNIFICANCE LEVEL significant difference significantly greater situation sixth choice pattern Social Psychology soft sell Square Analysis SS-2 group statement TABLE Results Theories of Cognitive tion variables Walster