OSGOOD’S COGNITIVE THEORY

 OSGOOD’S COGNITIVE THEORY

The congruity model is a special case of Heider's balance theory. Though similar to balance theory, it deals specifically with the attitudes persons hold toward sources of information and the objects of the source's assertions. Congruity theory has several advantages over balance theory, including the ability to make predictions about both the direction and the degree of attitude change. The congruity model assumes that "judgmental frames of reference tend toward maximal simplicity." Because extreme judgments are easier to make than refined ones, valuations tend to move toward the extremes, or there is "a continuing pressure toward polarization." In addition to this maximization of simplicity, the assumption is also made that identity is less complex than discrimination of fine differences (either-or thinking and categorization). Because of this, related "concepts" are evaluated in a similar manner.

In the congruity paradigm a person (P) receives an assertion from a source (S), toward which he has an attitude, about an object (O), toward which he also has an attitude. In Osgood's model, how much P likes S and O will determine if a state of congruity or consistency exists (below given Figure).

According to congruity theory, when a change; occurs, it is always toward greater congruity with prevailing frames of reference. Osgood uses his semantic differential to measure the amount of liking a person may have for a source and the object of an assertion.

 In essence, the definitions of balance and congruity are identical. Incongruity exists when the attitudes toward the source and the object are similar and the assertion is negative or when they are dissimilar and the assertion is positive. An unbalanced state has either one or all negative relations.

Incongruity and the Media:-  Congruity theory predicts that we come to dislike the bearer of information that does not agree with our view of the world. We have incorporated this into the folk saying, "Don't confuse me with the facts, I have already made up my mind."

Incongruity does not always produce attitude change. There is some basis for the belief that much material in the media that would produce incongruity in an individual never does so. In the process of selecting what we will pay attention to, we may avoid messages that we suspect will not agree with our concept of the world (selective exposure) or perhaps pay attention to only the parts of a message that agree with our "prevailing frame of reference" (selective attention). If we do receive a message that causes incongruity, we may misperceive the message (selective perception) to make it fit our view of reality. 

If we are unable to misperceive the message, we may attack the credibility of the communicator. Credibility is, after all, the most important thing a communicator has. A communicator in the news media who lacks credibility probably also has no audience. Denial or incredulity is another means of dealing with incongruity. If, indeed, an incongruous message does reach an individual, there is still no guarantee of attitude change. Selective retention may enter the picture, and we may well remember only points that support our "prevailing frame of reference."