... a topic we will, to the best of our ability, accurately process balanced arguments to come to an informed and well though attitude. Cognitive dissonance is another important factor in attitude change. When a person finds the behaviors he or she is exhibiting are not coherent with the attitudes he or she holds this person will experience what is termed as cognitive dissonance. The desire to correct this imbalance can often lead to attitude changes (Baron, Byrne & Branscombe, 2006). Heuristic and systematic processing are thought to be separate by not challenging methods for the processing of information during attitude formation. The elaboration-likelihood model and the heuristic-systematic model both suggest that there is a sort of balance to the use of these two methods of information processing. When one is well informed on a topic or has a high motivation to come to an informed decision because the topic is ...

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