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Self consistency at the micro level: cognitive dissonance theory:

• Cognitive dissonance theory: People so dislike inconsistencies in their beliefs, attitudes, and behaviors that they will bias their attitude and beliefs to deny the inconsistency (Festinger, 1957)

• Inconsistencies between two cognitions can create psychological tension (i.e., cognitive dissonance).

   

Three primary ways to reduce dissonance

1.Change one of the cognitions

2.Add a third cognition that makes the original two cognitions seem less inconsistent with each other.

3.Trivialize the cognitions that are inconsistent.

Free choice paradigm: A laboratory situation in which people make a choice between two alternatives, after which attraction to the alternatives is assessed

•Cope by spreading the alternatives

Induced compliance paradigm: A laboratory situation in which participants are induced to engage in a behavior that runs counter to their true attitudes

The aroused dissonance level depends on several factors

•Weak external justification

•Perceived choice

•Commitment

•Foreseeable aversive consequences

•Cultural influences