Classical Conditioning - Pavlov A type of associative learning No contingency between response and reinforce. Response is associated to a certain stimuli(cue) Cue influence the behaviour
Cognitive Dissonance - Festinger (1957) An uncomfortable feeling caused by holding two contradictory ideas simultaneously. People have a motivational drive to reduce dissonance by changing their attitudes, beliefs, and behaviors, or by justifying or rationalizing their attitudes, beliefs, and behaviors.
Habitual smoker Smoking reduces tension… if smoking does not kill them, something else will…….
It is often easier to make excuses than it is to change behavior. Dissonance theory leads to the conclusion that humans are rationalizing and not always rational beings.