Empirical Analysis of Cognitive Dissonance Levels Validation in 3-Dimensional Relationship between Attitude and Behaviour (3D-RAB) Model among Students of King Abdul-Aziz University in Jeddah

Abstract

The study aims to empirically validate the cognitive dissonance levels in the model. A deductive approach has been adopted to measure the validity of cognitive dissonance levels. The main areas of concerns were; current behaviour, attitude towards the target behaviour, attitude towards change or maintain the behaviour, and cognitive dissonance levels. These concepts were examined through a questionnaire analysis. A deductive method has been used to empirically validate the cognitive dissonance levels, which have been proposed in the 3D-RAB model as well as indicate its implication on the persuasive paths. The model suggested that users would experience different level of dissonance for each state. The findings indicated that it is possible that individuals vary in the level and extent in which they experience dissonance. It was also found that there might be other factors that influence the cognitive dissonance levels in relation to the model.