【正文】 the only one holding up the vote. Everyone else seemed to think change wasn’t necessary, so I voted against my own idea in the end. So we unanimously decided to stay with the current oldlooking design. But this decision ended up costing us a lot of money. That same year, our petitor came out with a new design that attracted some of our customers and prevented us from profiting on potential new customers. Cognitive Dissonance Individuals sometimes experience a contradiction between their actions and their beliefsbetween what they are doing and what they believe they should be doing. These contradictions can cause a kind of mental disfort known as cognitive dissonance. People experiencing cognitive dissonance often do not want to change the way they are acting, so they resolves the contradictory situation in another way。 they change their interpretation of the situation in a way that minimizes the contradiction between what they are doing and what they believe they should be doing. Professor This is a true story, from my own life. In my first year in high school, I was addicted to video games. I played them all the time, and I wasn39。t studying enough. I was failing chemistry. That was my hardest class. So this was a conflict for me, because I wanted a good job when I grew up, and I believed, I knew, that if you want a good career, you got to do well in school. But I just couldn39。t give up video games. I was pletely torn. And my solution was to...to change my perspective. See, the only class I was doing really badly in was chemistry. In the others, I was...l was ok. So I asked myself, if I wanted to be a chemist when I grew up, and the fact is I didn39。t. I was pretty sure I wanted to be a sociologist, so I told myself my chemistry class didn39。t matter, because sociologists don’t really need to know chemistry. In other words, I changed my understanding of what it meant to do well in school. I reinterpreted my situation. I used to think that doing well in school meant doing well in all my classes. But now I decided that succeeding in school meant only doing well in the classes that related directly to my future career. I eliminated the conflict, at least in my mind. TPO4 Verbal and Nonverbal Communication When we speak with other people facetoface the nonverbal signals we giveour facial expressions, hand gestures, body movements, and tone of voiceoften municate as much as, or more than, the words we utter. When our nonverbal signals, which we often produce unconsciously, agree with our verbal message, the verbal message is enhanced and supported, made more convincing. But when they conflict with the verbal message, we may be municating an entirely different and more accurate message than what we intend. Professor Last month my favorite uncle paid me a surprise visit. I hadn’t seen him for many years. The doorbell rang, I opened the door and there was Uncle Pete. Now I am sure when I saw him, I said something like “Uncle Pete, what a surprise! How nice to see you!” Anyway, my wife was standing next to me, and according to her, I wasn’t really aware of this, my eyes got really wide and I broke into a huge big smile. She said I was actually jumping up and down like a little boy. Well, anyway, later that evening Uncle Pete told me how very very good he felt when he saw how happy I was to see him. But pare that with this, my daughter, she is six. We were building a birdhouse together last week. And I was showing her how to use a hammer and nail. And of course, stupid me, I wasn’t being very careful and I smashed my thumb with the hammer. Boy did it hurt! I almost felt like screaming, but I didn’t want to upset my daughter, so I said, “Don’t worry, honey, it’s nothing.” Meanwhile, I was shaking my hand as if that would stop my thumb from hurting, and my face was contorted in pain. My voice was trembling too. So even though I told my daughter I was okay, I’m sure she didn’t believe me because she kept asking me if I was okay. TPO5 Target Marketing Advertisers in the past have used radio and television in an attempt to provide information about their products to large, general audiences, it was once thought that the best way to sell a product was to advertise it to as many people as possible. However, more recent trends in advertising have turned toward target marketing. Target marketing is the strategy of advertising to smaller, very specific audiencesaudiences that have been determined to have the greatest need or desire for the product being marketed. Target marketing has proved to be very effective in reaching potential customers. Professor Nowadays something you notice more and more is television mercials that are made specifically for certain television programs. So let’s say a pany wants to sell a telephone, a cell phone. Now during TV shows that young people watch, you know shows with pop music or teen serials, they create the mercial that emphasizes how fun the phone is. You know, the phone has bright colors and they show kids having a good time with their friends. And well the pany wants the kids watching TV at this time to want to buy this phone, this phone that’s made especially for them. But the same pany will make a different mercial to be shown during, say, a program about business or a business news show. Now for this group of people, business people, the pany will have to show how efficient their phone is, how it can handle all business easily and maybe even save money. And here is the thing. It’s basically the same phone. The pany has just made two different mercials to appeal to different groups of people. TPO6 Explicit Memories and Implicit Memories In everyday life, when people speak of memory, they are almost always speaking about what psycholog ists would call explicit memories. An explicit memory is a