In turn, cognitive consistency theory (Rosenberg, 1968) suggests that people seek consistency between beliefs and observable behaviors and desire to resolve any inconsistencies.
In sum, labeling theory and cognitive consistency theory work together to explain how salespeople may accept and reinforce being a negative "deviant," particularly if they happen to experience one or more of the factors of depression, LSP, or EE.
That is, to meet their need for self-consistency and cognitive consistency
, customers who feel loyal to a salesperson will tend to behave in a loyal way toward the firm.
According to cognitive consistency
theory, people seek consistency between attitudes and cognitions (Osgood and Tannenbaum 1955; Festinger 1957; Abelson, Aronson, McGru ire, Newcomb, Rosenberg and Tannenbaum 1968; Yen et al.
Steele and Liu (1983) investigated the influence of dissonance on self-perception and found that self-affirming thoughts and actions restored cognitive consistency
(a kind of peace of mind) can therefore be dangerous, since when confronted with contradictory information, the brain's defence mechanisms can filter out unwanted information and alter its memory of such decisions.
For the purpose of summarizing cognitive consistency
theory cognitions can be defined as; interest attachment attitude, contact emotion, disparate belief values or a mixture of these.
The challenge for individuals is to reconcile political aspirations with realities while preserving cognitive consistency
between these two components of the belief system.
At the opposite end of the spectrum, farthest from rationality, Hybel places cognitive consistency
theory where decision-makers, while trying to understand and solve problems, are also attempting to ensure that their beliefs and values remain mutually consistent.
If appeals to cognitive consistency
and unity don't work, and if the belief in an immortal soul has an important function in someone's cognitive economy, then faith may well continue unperturbed.
equilibrium involves encoding information and making it fit into one's schemata.
This internal battle between cognitive consistency
and cognitive dissonance could have polar effects-destructive as well as constructive.