Theory 2 -> Cognitive Dissonance Theory

Festinger 1957

Cognitive Dissonance Theory

Festinger 1957

Attitudes are

Positive, negative, or mixed reactions to people, experiences, ideas or things.

Cognitive Dissonance Theory

Festinger 1957

Attitudes are

Positive, negative, or mixed reactions to people, experiences, ideas or things.

Attitudes do not

always lead to a corresponding behaviour. This is referred to as attitude behaviour gap.

This theory suggests that

when we perceive a discrepancy between our attitudes and our behaviour, our self image and behaviour, or one attitude or another it leads to an unpleasant feeling of anxiety, or dissonance.

Cognitive dissonance is mostly caused due to forced compliance, justifying decisions, and justifying effort.

forced compliance, justifying decisions, and justifying effort.

Dissonance due to forced compliance occurs because of

a discrepancy between publicly displayed behaviour and privately held behaviour, leading to the individual to change their attitude as they can’t change their behaviour.

Dissonance when justifying effort occurs when

we invest time, money, and/or effort into something and the outcome is disappointing, as we alter our attitudes to justify our suffering.

Dissonance when making decisions leads individuals to

exaggerate positive attitudes of the chosen choice, and exaggerate the negative aspects of the choice not made.

Due to the unpleasantness of cognitive dissonance

individuals seek to reduce or resolve it in a variety of ways to maintain consistency.

The first way to do this is to

minimise the importance of the discrepancy.

One can also add

consonant elements, which are their factors than can be used to blame for the discrepancy.

Another way to resolve cognitive dissonance is to

reduce perceived control, reducing personal responsibility for the dissonance.

Lastly, one can

Change one of the dissonant elements, either the behaviour or the attitude.

Cognitive dissonance is most pronounced when

When we are aware of the potential negative consequences of the discrepancy between our attitudes and our behaviour, when we feel responsible for our, and when the inconsistencies between our attitudes and our behaviour threatens our sense of self.

Cognitive dissonance and attitude change are more likely to occur when

there is insufficient justification for a behaviour that aligns with a held attitude, or insufficient deterrence from behaviour that doesn’t align with held attitudes.