Cognitive+Dissonance

=........... Cognitive Dissonance Theory =

= By: =

**Kailey Aleto - Corinna Andersnon - Austin Mayer - Elaina Smith - Annalisa Solari - Amy Williams **
=A. Overview of Theory =

Leon Festinger developed the Cognitive Dissonance theory in 1957 defining the tendency for individuals to seek consistency among their cognitions or the uncomfortable tension coming from holding two conflicting thoughts in the mind at the same time. Cognitions are that which becomes known; bits of knowledge that are obtained through perception, reasoning, or intuition. They are any form of thoughts, values, facts, and emotions. 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. (http://tip.psychology.org/festinge.html)

Dissonance is often strong when individuals must choose between two incompatible beliefs or actions. The greatest dissonance is created when the two alternatives are equally attractive. This contradiction between two beliefs held simultaneously is a largely unconscious process; utilizing each belief only when it is most socially convenient to do so. For instance, when we believe something about ourselves and then do something against that belief it evokes internal discomfort. Cognitive dissonance serves as a very powerful motivator, which will often lead us to change the conflicting belief or action in hopes of removing the stress and anxiety produced. Thus, the very basic principle behind this theory is that people do not like to have dissonant cognitions. (http://changingminds.org/explanations/theories/cognitive_dissonance.htm)
 * (http://tip.psychology.org/festinge.html) **


 * Strengthens Dissonance:**
 * Importance to oneself
 * Strength of dissonant thoughts
 * Conflict we are unable to rationalize and explain away


 * Eliminating Dissonance:**

It is safe to say that dissonance is not a pleasant feeling, and there are several key ways in which people tend to reduce uncomfortable cognitive dissonance: ([])
 * __Reduce or alter the importance of the dissonant beliefs__- By altering the importance, or perhaps even lack of importance of certain cognitions, people are participating a form of eliminating dissonance. For example, a person can decide that fast food is good (there is there way I can live without it), or simply that loosing a few pounds is not important (it's okay, I already look good), people lessen their feelings of dissonance. Yet, the problem in dissonance arises when one of the these dissonant cognitions surpasses the other in importance, allowing yourself to have less difficulty dealing with the dissonance. The result being that you eat your fast food and do not feel guilty.
 * __Add or create new cognitions__- Another way that people tend to eliminate feelings of dissonance is creating or adding new cognitions. If we use the previous example of fast food, it would involve people creating a new cognition such as "I exercise three times a week". By simply applying this new cognition we reduce the dissonance of previous cognitions we have about fast food being bad for you. Now we have a cognition that says fast food is okay, replacing previous cognitions about fast food being bad for you.
 * __Ignoring or eliminating the dissonance__- This is quite possibly the most important way that people can deal with dissonance. By ignoring the fact that something is bad for you, you eliminate the feeling of dissonance. Ignoring allows us to do things that we might have previously found to be wrong or inappropriate. Perhaps the easiest way to deal with new information that contradicts previously held cognitions is to simply refuse it, avoid it, and ignore it. You can even take this one step further by then //preventing// cognitive dissonance by avoiding all types of information that causes you this uncomfortable dissonance.

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=B. When Dissonance is Most Powerful: =

When it deals with our self-image. When we exhibit feelings of foolishness, immorality etc. we are experiencing dissonance. If we believe something about ourselves, yet end up doing or saying something that goes against that said belief, we end up experiencing a strong sense of dissonance. Most people believe that they are inherently good, however, if they dosomething bad, the result is a feeling of cognitive dissonance.

"If an action has been completed and cannot be undone, then the after-the-fact dissonance compels us to change our beliefs. If beliefs are moved, then the dissonance appears during decision-making, forcing us to take actions we would not have taken before."

"Cognitive Dissonance appears in virtually all evaluations and decisions and is the central mechanism by which we experience new differences in the world. When we see other people behave differently to our images of them, when we hold any conflicting thoughts, we experience dissonance. It increases with the importance and impact of the decision, along with the difficulty of reversing it. Discomfort about making the wrong choice of a car is bigger than when choosing a lamp." (http://changingminds.org/explanations/theories/cognitive_dissonance.htm)



=C. Where to find Cognitive Dissonance: =

Cognitive dissonance appears in just about all evaluations and decisions it is also the central mechanism by which we experience new differences in the world. Smoking is something that is often used to explain the idea of Cognitive Dissonance. With all of the health research we have today and the extent to which it has been advertised, it's hard to find someone who doesn't know that smoking really does cause cancer and shortens people's lives. Through out the research our group has conducted this is consistently utilized as a primitive example of dissonance by illustrating how a person acts and what they know. Within Festinger's Cognitive Dissonance theory he suggest three mental mechanisms experience in the process of trying to guarantee that their attitudes are consonant with their actions:



1. __Selective Exposure Prevents Dissonance__: Festinger explains that people simply avoid media (television programs, ads, brochures, etc.) that will increase dissonance. "Like-minded people buffer us from ideas that could cause discomfort, in that case the process of making friends is an example of selecting our own propaganda."

2. __Post-decision Dissonance Creates A Need for Reassurance__:"According to Festinger, close-call decisions can generate huge amounts of internal tension after the decision has been made. Also referred to as the "morning-after" doubts, the misgivings or second thoughts that plague us after a tough choice motivate us to seek reassuring information and social support for our decision. An example provided is the mental turmoil a person experiences after signing a contract to buy a new car. The cost is high, there are many attractive models from which to choose, and the down payment commits the customer to go through with the purchase. It's not unusual to find a customer seeking information that will quiet nagging doubts through extensive research afterwards."

3. __Minimal Justification for Action Induces a Shift in Attitude__: "Persuasion researchers have long distinguished between public compliance and private acceptance. Prior to the theory, it seemed natural to think of inner attitude and outward behavior as the beginning and end of a cause-and-effect sequence." The example provided is when students actually completing reading assignments through out the progression of a course versus cramming right before the major exams. "Conventional wisdom suggest that I must convince them that the reading assignments are filled with valuable insights that apply to their lives. then they'll study and value the material." http://www.afirstlook.com/docs/cogdiss.pdf

=D. Cognitive Dissonance Theory Over Time: =

Leon Festinger's cognitive dissonance theory is very closely related to many of the consistency theories created several years prior to his own. "Beginning with the first of the Consistency theories, the Balance theory, was proposed by Fritz Heider (1946-1958) and was later revised by Theodore Newcomb (1953). Heider and Newcomb's theory was mostly looking at the interaction between two people and the conflicts that arose between them. When two people have conflicting opinions or tension is felt between another person, it is more likely persuasion will occur. Because if no tension was felt between the two parties, or there were no conflicting opinions there would be no need to persuade each other. If you think about it persuasion occurs only because there is tension between two facts, ideas or people."Although, this theory is very similar to Cognitive Dissonance, it is not concerned with the reasons behind these changes.

Later, Charles Osgood and Percy Tennenbaum (1955) compiled another approach to the Consistency theories called the Congruency theory. "Suggesting that we want to have balance between the two attitudes. The balance varies depending on the intensity we feel about each attitude and our predisposed positions concerning the attitude. We either have a favorable, neutral or unfavorable opinion concerning ideas. When the attitudes collide we will attempt to downgrade the favorable position and upgrade the unfavorable position so that we feel a balance."Unlike Festinger's theory, it does not take into account the reasons that people change attitudes or ideas.

The ultimate difference between these two presented and Leon Festinger's is that for one his has been researched and proven to an extent unlike any other and his theory deals with quantitative aspects coinciding with qualitative. This makes Festinger's Cognitive Dissonance theory "revolutionary" because of it's ability to rationalize behaviors while others do not recognize the degree to which the dissonance exists. http://onlinelibrary.wiley.com/doi/10.1111/j.1475-682X.1964.tb00582.x/pdf



=E. Analysis of Sample Studies: =

1. **@Donor Dissonance**

2. @Agenda Melding

3. Deck of Cards

4. Public Opinion on News Media

5. [|Mail Survey]

=F. Cognitive Dissonance Theory's Current and Future State: =

Our groups assessment of the theories current state is that there are two main methods of producing cognitive dissonance, which are dialogue and actions. By using dialogue people of the opposing side of an argument can maintain a conversation about their views, and while they are unlikely to change their perspectives, generally people come out of them with a new respect for people with opposite views. With regards to actions and behaviors, people can learn what others expect of them, and do something completely different. An example would be of people who are thought to be evil and cruel. Where they do something out of the suprisingly nice (even if it is just very small) several times, people view on them may change.

In the future, we hope that this theory leads to more interpersonal communication as a way to produce dissonance. By putting ourselves out there and engaging in communication with people we would normally avoid we can build trust. Cognitive dissonacne can help reduce stereotyping, and by allowing ourselves to be involved in this dissonance (however uncomfortable it may be) we may be able to transform hatred into something more amenable to conflict resolution. []