Cognitive Disonance

Cognitive dissonance theory (Festinger)

Behaving in a way that contradicts existing attitudes creates a feeling of discomfort (people feel bad when they act in a way that is inconsistent with their attitudes) 

People will try to solve the discrepancy but if they cannot, they will change their WHAT so that it matches the WHAT

People will try to solve the discrepancy but if they cannot, they will change their ATTITUDE so that it matches the BEHAVIOUR

Dissonance will not occur unless there is a prior WHAT that is fairly WHAT; otherwise there will be no discrepancy and no strong feelings of discomfort (different from self-perception)

Dissonance will not occur unless there is a prior ATTITUDE that is fairly STRONG; otherwise there will be no discrepancy and no strong feelings of discomfort (different from self-perception)

What are the three key factors that determine whether cognitive dissonance occurs

1. WHAT

2. WHAT

3. WHAT

What are the three key factors that determine whether cognitive dissonance occurs

1. Justification

2. Choice

3. Investment

Justification

Whether people feel they have justification for having behaved in a way that is counter to their attitude (Attitude remains unchanged) 

Freedom of choice

If we are forced to do something this is an explanation for why we did it in contravention of our attitudes ( so no dissonance should occur)

Investment

The more invested someone is in their point of view, the more important it is for their self-concept, and so the stronger will be any effect of dissonance

When discrepancies are mild and/or the attitude is not important to someone, then WHAT processes are more likely (don’t have strong existing attitudes)

When discrepancies are mild and/or the attitude is not important to someone, then SLEF-PERCEPTION processes are more likely (don’t have strong existing attitudes)