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This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License
WU Mei
DONG Yuting
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DOI:10.17265/2159-5542/2024.04.004
Open University of China, Chengdu, China
Yunnan University, Kunming, China
Research has found that the “non-contact” cognitive dissonance is an increasingly common phenomenon among college students during the COVID-19 pandemic lockdown of a university in China. For this, a qualitative approach based on psychological literature, and the “Quality Gap Model” in marketing are adopted, and a “non-contact” cognitive dissonance model of college students has been constructed. According to the model, cognitive dissonance is caused by the gap between college students’ individual behavior and the expectation for the “non-contact” policy, the gap between college students’ expectation with the university and the reality, and the gap between the expectation for the policy provider and the perceived reality. The research further explains the psychological mechanism of this behavior. It is proposed that the impact bias “catalyzes” the “escalation” of the “non-contact” cognitive dissonance behavior among college students. To solve this problem, the gap should be filled considering the following three aspects: counter attitudinal advocacy, establishment of cognitive overlap, and cognitive transformation. The unique contribution of the present study is presentation of a new perspective on “non-contact” cognitive dissonance based on public behavior management and to provide a case of controlling and prevention from the pandemic COVID-19 in China.
Quality Gap Model, public crisis, online public opinion, policy pressure, impact bias, post-decision disorder
Psychology Research, April 2024, Vol. 14, No. 4, 148-159
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