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In this video I discuss the relationship between attitudes and behavior, including Richard LaPiere's early work on discriminatory practices and Festinger and Carlsmith's classic study on cognitive dissonance. Cognitive dissonance refers to the discomfort caused by conflicting attitudes or behaviors, and Festinger and Carlsmith proposed that people will attempt to reduce this dissonance by either changing their attitudes, or less frequently, changing their behavior. I end by describing the Ben Franklin effect, a technique employed by Franklin to use cognitive dissonance to his advantage in his social relationships.

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