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The Nature of Attitudes and Persuasion

The Yale Approach

Congruity Theory

Cognitive Dissonance Theory

Social Judgment/ Involvement Theory

Information Integration Theory

Theory of Reasoned Action

Elaboration Likelihood Model

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Congruity Theory

Congruity Theory - Overview 
Heider's Balance Theory
Osgood and Tannenbaum's Congruity Theory
Strengths and Weaknesses of the Congruity Theory
Glossary
References
Self-test
Figure 1


References

Cacioppo, J. T., & Petty, R. E. (1981). Effect of extent of thought on the pleasantness ratings of P-O-X triads: Evidence for three judgmental tendencies. Journal of Personality and Social Psychology, 40, 1000-1009.

Heider, F. (1946). Attitudes and cognitive organization. Journal of Psychology, 21, 107-112.

Insko, C. (1981). Balance theory and phenomenology. In R. E. Petty, T. M. Ostrom, & T. C. Brock (Eds.), Cognitive responses in persuasion (pp. 309-338).
Hillsdale, NJ: Erlbaum.

Insko, C. (1984). Balance theory, the
Jordan paradign, and the Wiest tetrahedron. In L. Berkowitz (Ed.), Advances in experimental social psychology (vol. 18, pp. 89-140). San Diego, CA: Academic Press.

Jordan, N. (1953). Behavioral forces that are a function of attitudes and of cognitive organization. Human Relations, 6, 273-288.

Osgood, C. E., Suci, G. J., & Tannenbaum, P. H. (1957). The measurement of meaning.
Urbana, IL: The University of Illinois Press.

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

Tannenbaum, P. H. (1968). The congruity principle: Retrospective reflections and recent research. In R. P. Abelson, E. Aronson, W. J. McGuire, T. M. Newcomb, M. J. Rosenberg, & P. H. Tannenbaum (Eds.) Theories of cognitive consistency: A sourcebook (pp. 52-72). Chicago,
IL: Rand McNally.

Zajonc, R. B. (1968). Attitudinal effects of mere exposure. Journal of Personality and Social Psychology Supplement, 9, 1-27.

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