2:20:17 
2023-10-09 
598
Social evaluation is defined as a mental process during which an individual (1) assigns different values (positive, negative) to particular behavioral patterns (e.g., helping, hindering) that are performed in a social interaction (e.g., problem solving), (2) associates these behaviors with specific individuals.
At the core of the theory is the assumption that attitude consistency (consonance) is experienced as a pleasant state, and that attitude inconsistency (dissonance) is experienced as an unpleasant state. Since dissonance is experienced as unpleasant, a person will attempt to reduce it and return to a state of consonance. The means of dissonance reduction most widely studied has been that of attitude change.
As part of a self concept interpretation, Aronson (1969) emphasizes that Festinger and Carlsmith (1959) were incorrect in assuming that dissonance occurred between the cognitions, "I believe X", and "I stated not X." What is really dissonant, according to Aronson, is the relationship between the cognitions, "I am a good and decent person", and "I have committed an indecent act, I have deceived another."
In research related to the importance of self concept, Linder, Cooper and Jones (1967) demonstrated that when freedom to refuse an experimenter's request to perform a counter attitudinal act is high, the predicted negative relationship between incentive size and attitude change occurred. When freedom was low however, the predicted relationship did not occur, leading to the conclusion that when freedom is low, counter attitudinal acts become less indecent.
Only when subjects were successful (or assumed a high likelihood of being successful) in personally persuading an audience of a counter attitudinal position, did they exhibit attitude change.
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