Public Speaking, Persuasion Through Cognitive Dissonance | Christopher Babson - Breakout Success: Cognitive dissonance is a powerful argument structure to use in persuading an audience. Cognitive dissonance occurs when you are presented with information that is inconsistent with your attitudes, values or beliefs. This causes an uncomfortable emotional feeling as you consider or hold two contradictory ideas. Cognitive dissonance theory states that people are motivated to reduce dissonance by changing or rationalizing their attitudes, beliefs or behaviors when presented with a facts or a situation that violates their current attitudes, beliefs or behaviors.
Dissonance in Argument Structure
Creating dissonance in a speech can be an effective way to persuade your audience to change their attitudes, beliefs and/or behaviors.
Illustrate Audience Pain -> Then Introduce Safety or Relief
To use cognitive dissonance in an argument, first introduce a problem or need that you know is probably in violation or opposition to an attitude, belief or value held by the audience. This creates cognitive dissonance in the minds of your audience. You do this to create discomfort within the person to get their attention and to get them motivated to change the uncomfortable internal situation.
Dissonance in Argument Structure
Creating dissonance in a speech can be an effective way to persuade your audience to change their attitudes, beliefs and/or behaviors.
Illustrate Audience Pain -> Then Introduce Safety or Relief
To use cognitive dissonance in an argument, first introduce a problem or need that you know is probably in violation or opposition to an attitude, belief or value held by the audience. This creates cognitive dissonance in the minds of your audience. You do this to create discomfort within the person to get their attention and to get them motivated to change the uncomfortable internal situation.