Cognitive Dissonance -Festinger (1957)

Definition

Cognitive dissonance is the feeling of tension or discomfort that occurs when a person holds two or more conflicting beliefs, attitudes, or opinions. The person is motivated to reduce this tension and restore cognitive consistency.

Effect on behaviour 3

Avoidance: people are inclined to avoid encountering situations and new information that could increase cognitive dissonance

Reduction: to experience a balance between the reality on the world around them, and the expectations people have of their life, cognitive dissonance is continually being reduced

Rationalisation: individuals experiencing it tend to rationalise or justify their behaviour

Theory

§suggests that we have an inner drive to hold all our attitudes and behavior in harmony and avoid disharmony (or dissonance). When there is an inconsistency between attitudes or behaviors (dissonance), something must change to eliminate the dissonance.

Four strats to reduce it

1.We change our behavior so that it is consistent with the other thought.

2.We change one of the dissonant thoughts OR beliefs in order to restore consistency.

3.We add other thoughts that justify or reduce the importance of one thought and therefore diminish the inconsistency.

4.We trivialize the inconsistency altogether, making it less important and less relevant.

What two factors influence the strength of cognitive dissonance? (magnitude of cog dissonance)

1. Whether the individual had some choice over the inconsistency.

2. Whether the individual expects the inconsistency to have negative consequences in the future.

What causes it

1. Forced Compliance Behaviour: When someone is made to act against their beliefs, they change their attitude to match their behaviour.

2. Decision Making: Choosing between two appealing options creates discomfort because one must be rejected.

3. Effort: When we put in lots of effort for a poor outcome, we justify it to make it seem worthwhile.

4. Choice and Consequences: Dissonance is stronger when a person feels they had control over their choice and expects negative outcomes from it.