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...Attitudes evaluative statements or judgments concerning objects people events three components of an attitude the emotional affective feeling cognitive segment opinion belief behavioral intention to behave in a certain way toward someone something example n t i evaluation k r e my supervisor gave promotion b coworker who deserved it less than g me is unfair s u l negative p dislike d action m looking for other work ve complained about anyone would listen does behavior always follow from leon festinger no reverse sometimes true dissonance any incompatibility between two more and individuals seek reduce this uncomfortable gap reach stability consistency achieved by changing modifying behaviors through rationalization desire depends on importance elements degree individual influence rewards involved measuring relationship recent research indicates that significantly predict when moderating variables are taken into account specificity accessibility social pressures direct experience with p...