Bibliographic Citation Osgood, C.E. & Tannenbau

Osgood, C.E. & Tannenbaum, P.H. (1955). The principle of congruity in the prediction of attitude change. Psychological Review, 62(1), 42-55.

This article presents and experimentally tests the congruity theory of attitude change.

The congruity theory of attitude change, which is the theoretical framework of the study, holds that:(a) people strive to maintain consistency among the components of their belief system; (b) the components of a person's belief system most likely to produce attitude change are the existing attitude toward the message, the existing attitude toward the source of the message, and the nature of the message itself (a positive or negative message); (c) inconsistency in the components of one's belief system motivates behavior to resolve it; and (d) resolution will also be in the direction of rest

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