Cognitive Dissonance

Cognitive Dissonance

Theory centers around the idea that if a person knows various things that are not psychologically consistent with one another, he will try to make them more consistent

2 items of information that psychologically do not fit together are said to be in a dissonant relation to each other

Dissonance impels a person to change his opinions or his behavior

Dissonance-reducing Changes

Changes in items of information that produce or restore consistency

May be very difficult or even impossible to change behavior or opinions that are involved in dissonant relations

Dissonance Reduction

Occurs after a person has made a choice between two approximately equal alternatives

Effect of phenomenon is to enhance the attractiveness of the chosen object or chosen course of action

Jon Jecker

High school girls asked to rate attractiveness of each of 12 “hit records

2 records that she held as being moderately attractive were selected & she was asked which she would like as a gift

After making choice, girl rerated attractiveness of the records

Dissonance created could be reduced by increasing attractiveness of chosen & decreasing attractiveness of rejected record

One condition: asked to rerate after they made their choice but before they knew they were getting both records or only one

• results: no dissonance; should indicate whether dissonance reduction begins with making a choice or suspended until uncertainty is resolved

Second condition: given both records after their choice & asked to rerate

• results: no dissonance existing following the decision

Third Condition: given only record they chose then asked to rerate

• results: large systematic change; show normal outcome of a decision & usual dissonance reduction should occur

Dissonance does not occur during process of making decision, only after decision is made & outcome is clear

Consequences of Lying

Vary depending on whether the justification for the lie is large or small

Less the original justification or pressure, greater the dissonance & more person’s private belief can be expected to change

Those highly rewarded for doing something that involves dissonance change their opinion less in direction of agreeing with what they did than those given little reward

Graded Change of Opinion

Produced by paying subjects sums for writing essays advocating opinions contrary to their beliefs

Students paid least: changed their opinion most to agree with what was written

Highest paid group: held to their original opinion more strongly than control group

Consequences of Resisting Tempation

Individual’s knowledge concerning attractive aspects of activity toward which he was tempted is dissonant w/ knowledge that he ahs refrained from engaging in activity

Can be reduced by derogating or devaluing the activity one is tempted towards (only occur when insufficient original justification for behavior)

EX: child who is not allowed to eat candy & hence loves candy passionately

Elliot Aronson & Carlsmith

Children brought into playroom w/ 5 toys on a table. Children play with them briefly then asked to rank them. Toy child liked second best was left on table & others placed on the floor. Experimenter would tell kids he had to leave for a few minutes & would be back (10 mins). Techniques employed to “prohibit” child from play with second most-liked toy while experimenter was gone.

One condition: no temptation; experimenter told child he could play with any toys & took the second-best with him when he left

Other 2 conditions: second-best toy left on table, children told they could play with any toy except the one on the table. One group told they’d be mildly punished if they did not listen, others told they’d be severely punished if they did not listen

• results: none of the children in the temptation groups played with the toy

After 10 mins, children told they could play with all toys again & asked to rerank. Only mildly threatened children experienced dissonance & downgraded desirability, others thought it was more desirable

3 Things Affecting Cognitive Dissonance

Making a decision

Consequences of lying

Consequences of resisting temptation