Cognitive Dissonance
Overview
Cognitive dissonance is a psychological theory proposed by Leon Festinger in 1957. It refers to the mental conflict that occurs when a person's behaviors and beliefs do not align. This conflict leads to feelings of discomfort which the individual is motivated to reduce, either by changing their behavior, their beliefs, or by rationalizing the discrepancy Read more about psychology.
History
The concept of cognitive dissonance was first introduced by social psychologist Leon Festinger in his 1957 book, "A Theory of Cognitive Dissonance". Festinger's theory was a departure from the behaviorist school of thought that dominated psychology at the time. Instead of focusing on external behavior and its consequences, Festinger proposed that our internal states—our thoughts, beliefs, and attitudes—could also be powerful motivators of behavior Read more about the history of psychology.
Theory
The theory of cognitive dissonance posits that we have an inner drive to hold all our attitudes and beliefs in harmony and avoid disharmony (or dissonance). This is known as the principle of cognitive consistency. When there is an inconsistency between attitudes or behaviors (dissonance), something must change to eliminate the dissonance. In the case of a discrepancy between attitudes and behavior, it is most likely that the attitude will change to accommodate the behavior.
Types of Cognitive Dissonance
There are four types of cognitive dissonance: Belief Disconfirmation, Induced Compliance, Free Choice, and Effort Justification. Each type represents a different scenario that can create cognitive dissonance and each has its own unique way of resolving that dissonance.
Belief Disconfirmation
Belief Disconfirmation occurs when a person holds a belief that is contradicted by new information. The individual must then choose to either change their belief or reject the new information.
Induced Compliance
Induced Compliance occurs when a person is persuaded to engage in behavior that is inconsistent with their beliefs or values. This can lead to a change in the person's beliefs or values to reduce the dissonance.
Free Choice
Free Choice involves making a decision between two equally attractive options, which can lead to feelings of dissonance after the decision is made. The individual may then change their attitudes about the options to reduce the dissonance.
Effort Justification
Effort Justification occurs when a person puts a lot of effort into a task that turns out to be disappointing. The individual may then change their attitudes about the task to reduce the dissonance.
Cognitive Dissonance and Behavior Change
Cognitive dissonance has been used to explain a range of phenomena, from why people change their beliefs to how they justify their actions. It is particularly relevant to the field of social psychology, where it can help explain why people engage in behaviors that are inconsistent with their beliefs or values.
Cognitive Dissonance in Everyday Life
Cognitive dissonance can be seen in many aspects of everyday life. For example, if a person believes that lying is wrong, but tells a lie, they may experience cognitive dissonance. To reduce this dissonance, they might change their belief about lying, convince themselves that the lie was justified, or forget about the lie altogether.
Cognitive Dissonance in Marketing
Marketers often use cognitive dissonance to influence consumer behavior. For example, after a high-priced purchase, a consumer may feel dissonance related to the cost. Marketers can reduce this dissonance by convincing the consumer that the purchase was worth the price.
Criticisms and Controversies
While cognitive dissonance theory has been influential in the field of psychology, it has also faced criticism. Some researchers argue that the theory is too vague or that it does not adequately explain why people change their beliefs or behaviors.