Environment-behavior relations, behavior therapy and the process of persuasion and attitude change

Abstract

The phenomena described by the cognitive dissonance literature, especially to explain attitude change, have important relevance to understanding certain aspects of therapy. Contrary to popular beliefs, these phenomena can be described in behavior-analytic terms. To do so requires an analysis of learning histories that select and maintain consistency in what individuals say and do. An understanding of the environmental variables that produce consistency can then be applied to the kinds of attitude change and stability found in the cognitive dissonance literature that have therapeutic importance.