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Introduction

Cognitive dissonance theory has been a prominent area of study in psychology, sociology, and communication for several decades. This theory posits that individuals experience discomfort when they hold conflicting beliefs, attitudes, or behaviors. In order to alleviate this discomfort, they may change their attitudes or behaviors to be more consistent with one another. Understanding the role of cognitive dissonance in attitude change and behavior has important implications for various fields, including marketing, persuasion, and social change efforts. This thesis aims to explore the mechanisms through which cognitive dissonance influences attitude change and behavior.

1.1 Introduction
1.2 Background of study
1.3 Problem Statement
1.4 Objective of study
1.5 Limitation of study
1.6 Scope of study
1.7 Significance of study
1.8 Structure of the Thesis
1.9 Definition of terms

Chapter Two: Literature Review
2.1 Overview of cognitive dissonance theory
2.2 Historical development of cognitive dissonance theory
2.3 Theoretical models of cognitive dissonance
2.4 Empirical research on cognitive dissonance
2.5 Applications of cognitive dissonance in marketing
2.6 Applications of cognitive dissonance in persuasion
2.7 Cognitive dissonance and social change
2.8 Criticisms of cognitive dissonance theory
2.9 Summary of key findings in the literature
2.10 Gaps in the current literature

Chapter Three: Research Methodology
3.1 Research design
3.2 Participants
3.3 Measures
3.4 Procedure
3.5 Data analysis
3.6 Ethical considerations
3.7 Validity and reliability
3.8 Limitations of the study

Chapter Four: Discussion of Findings
4.1 Overview of findings
4.2 Relationship between cognitive dissonance and attitude change
4.3 Factors influencing cognitive dissonance
4.4 Implications for marketing strategies
4.5 Implications for persuasion tactics
4.6 Implications for social change efforts
4.7 Comparison with existing literature
4.8 Future research directions

Chapter Five: Conclusion and Summary
5.1 Summary of key findings
5.2 Contributions to the field
5.3 Practical implications
5.4 Limitations of the study
5.5 Recommendations for future research
5.6 Conclusion

Thesis Overview

The Role of cognitive dissonance in attitude change and behavior has been a topic of significant interest and research within the fields of psychology, sociology, communication, and marketing. This thesis aims to provide a comprehensive examination of the mechanisms through which cognitive dissonance influences attitude change and behavior.

Chapter one provides an introduction to the topic, including background information, the problem statement, objectives, limitations, scope, significance, structure of the thesis, and definition of terms. Chapter two presents a thorough review of the existing literature on cognitive dissonance theory, including its historical development, theoretical models, empirical research, applications in marketing and persuasion, and criticisms. Chapter three outlines the research methodology, including the design, participants, measures, procedure, data analysis, ethical considerations, validity, reliability, and limitations of the study.

Chapter four discusses the findings of the study, including the relationship between cognitive dissonance and attitude change, factors influencing cognitive dissonance, implications for marketing strategies, persuasion tactics, and social change efforts. Chapter five offers a conclusion and summary of the key findings, contributions to the field, practical implications, limitations, recommendations for future research, and a conclusion.

Overall, this thesis aims to advance our understanding of the role of cognitive dissonance in attitude change and behavior and offer practical insights for marketers, communicators, and social change agents.

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