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8/12/2019 Image theory, Social cognitive theory and Cognitive dissonance theory
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Business Management
Topic: Image theory, Socialcognitive theory and Cognitivedissonance theory
Presented to:Prof.Muhammad Ramzan
Presented by:
Syed Mubashir
Roll no. Mc13-089
Section: B(Morning)
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Authors: Lee Roy BEACH and Terence
R. MITCHELL
1.IMAGE THEORY:
PRINCIPLES, GOALS,AND PLANS
IN DECISIONMAKING
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Introduction:
A descriptive theory of decision making isproposed in which decision makers
represent information as images. Oneimage consists of principles thatrecommend pursuit of specific goals. Asecond image represents the future stateof events that would result from
attainment of those goals. A third imageconsists of the plans that are beingimplemented in the attempt to attain thegoals. A fourth image represents theanticipated results of the plans.
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The elements of Image
Theory:1. Images:
Self (principles) Trajectory (goals - strategic agenda of
events & states)
Action (plans and their component
tactics)
Projected (anticipated events & states)
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The elements of Image
Theory:(contd)2. Decisions: Adoption (of constituents for images)
Progress (of plans toward goal
attainment)
3. Evaluative criteria: Compatibility (of image constituents) Profitability (of contingent consequences)
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The elements of Image
Theory:(contd)4.Decision rules:
Sufficiency of compatibility(rejection threshold)
Maximization (maximumpotential profitability)
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Summary andconclusion:
The purpose of proposing Image Theory is tostimulate thinking about how decision makingactually is done. The point is to dispense with
judgments about whether decision making is oris not rational and to prompt renewedconsideration of how people go about it.
Finally, Image Theorys most important departure
from conventional thinking is in the overallpicture it provides about decision making andthe decision maker. It says that decision makersadopt and implement plans to reach goals inorder to satisfy their principles.
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2. CognitiveDissonance
theory
Authors: Leon Festinger
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Introduction:
Almost half a century ago social psychologistLeon Festinger developed the cognitivedissonance theory (Festinger, 1957). The theoryis somewhat counterintuitive and, in fact, fitsinto a category of counterintuitive socialpsychology theories sometimes referred to asaction-opinion theories. This is counterintuitive
in that it would seem logical that our actions arethe result of our beliefs/attitudes, not the causeof them. Particularly cognitive dissonance,address the pervasive human tendency to
rationalize.
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Assumptions / BasicPrinciples:
Cognitive dissonance theory is basedon three fundamental assumptions
(see Figure ).1.Humans are sensitive to inconsistencies
between actions and beliefs
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Assumptions / BasicPrinciples: (contd)
2. Recognition of this inconsistency will causedissonance, and will motivate an individual toresolve the dissonance
3. Dissonance will be resolved in one of three basicways: a) Change beliefs
b) Change actions
c) Change perception of action
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The Experiment:
In this experiment all participants were required
to do what all would agree was a boring taskand then to tell another subject (who wasactually a confederate of the experimenter) thatthe task was exciting. Half of the subjects werepaid $1 to do this and half were paid $20 (quitea bit of money in the 1950s).
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The Experiment: (contd)
Dissonance theory would predict that those in the$1 group would be more motivated to resolvetheir dissonance by
reconceptualizing/rationalizing their actions.They would form the belief that the boring taskwas, in fact, pretty fun. As you might suspect,Festingers prediction, that those in the $1 would
like the task more, proved to be correct.
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3. Social
cognitive
learning theory
Authors: Albert Bandura
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Introduction:
Social cognitive learning theory highlightsthe idea that much of human learningoccurs in a social environment. Socialcognitive theory defines learning as aninternal mental process that may or maynot be reflected in immediate behavioral
change (Bandura, 1986). Social cognitivetheory is a direct response toBehaviorism.
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Introduction: (contd)
Bandura began building his theory of sociallearning by identifying 3 areas of weakness ofBehaviorism:
a. the limited range of behaviors possible forresearch in a laboratory type setting
b. the fact that these theories were unable toaccount for the acquisition of new responses to
situationsc. that is dealt with only one type of learning, i.e.,
direct learning, where the learner performs aresponse and experiences the consequences.
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Assumptions / BasicPrinciples:
1.People learn by observing others:Modeling (3 types of modeling).
2. Learning is internal.3.Learning is goal-directed behavior.
4.There are 3 types of reinforces of
behaviors:
a. Direct reinforcement
b. Vicarious reinforcement
c. Self reinforcement
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Assumptions / BasicPrinciples: (contd)
5.Reciprocal Causation/Determination
6.Indirect -vs- Direct Effects of
Reinforcement & Punishment onLearning:
a. Enactive learning
b. Vicarious Experiences
c. Expectations
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Modeling Processes:
1.Definition:
Modeling is a general
term that refers to behavioral,cognitive, and affective changesderiving from observing one or more
models.
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ModelingProcesses:(contd)
2. Types of Models:
a. Direct Modeling
b. Symbolic Modeling
c. Synthesized Modeling
3. Functions of Modeling:
a. Response facilitation
b.Inhibition/Disinhibition
c. Observational learning
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Thanks to Almighty
All h
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