Image theory, Social cognitive theory and Cognitive dissonance theory

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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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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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

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Documents

Image theory, Social cognitive theory and Cognitive dissonance theory