Ch. 6, Cognitive Dissonance

cognitive dissonance

driving feeling of discomfort caused by performing an action that is different from one’s usual self concept

to relieve dissonance we either:

a) change behavior or b) add a new cognition/self affirmation

hypocrisy paradigm (stone et al., 1994)

1. make person aware of conflict in beliefs and actions

2. the hypocrisy creates dissonance

3. present an easy way to resolve dissonance

4. the behavior that creates it is reduced

study: ppl asked to lecture teens on safe sex then asked if they want to buy condoms - ppl who saw they were hypocritical bought more condoms

self affirmation

telling ourselves we are ‘good enough’ to continue action; other good things we do cancel out this bad thing

self- justification

we often don’t remember or emphasize in thought opposing opinions or facts

Jones and Kohler, 1959 (desegregation study)

• people presented arguments about either side of school de-segregation debate and then asked what they recall

• ppl recalled their own opinion’s facts more than others

where is dissonance in the brain

when shown dissonant info the ‘cold reasoning’ area lights up

when shown consonant info the reward areas of the brain light up

justification of effort

more effort put into something the more effort we assign to it

justification of effort/hazing study(Aronson and Mills)

mild initiation vs severe initiation groups → ppl in severe initiation group placed more value in belonging to the group than the mild initiation group

Post decision dissonance

Dissonance aroused after a decision to confirm that you made the right choice

children and monkey dissonance study

new sticker or m&m picked over a previously not picked sticker or m&m most of the time

lowballing

agree to purchase @ low price, then told it’s higher, but you buy it anyways

works bc:

• anticipation of event

• illusion of irrevocability

• alternatives ‘eliminated’ when you already decided on this item

• justification of time and effort already spent

counter attitudinal advocacy

stating a belief that is counter to ones true beliefs

insufficient justification effect

we don’t have enough external justification for our actions, so we internally change a belief/attitude to justify our behavior

insufficient punishment phenomenon

if punishment isn’t ‘scary enough’ but you still avoid it, we devalue what we would have been punished for due to dissonance

do shifted attitudes from IJE or IPP last?

yes, relatively permanent shifts occur

immoral behavior justification

We justify our immoral behavior/hypocrisy to relieve dissonance

derogating victims

making a victim out to be worse than it is or as though they ‘deserved it’ so you feel less guilty

Ben Franklin effect

You ask someone who doesn’t like you for a simple favor, and if they do it, they will subconsciously shift towards liking you because we do things for people when we like them