Fazio and I concluded that dissonance is ubiquitous but its conceptualization is incomplete. Actions have consequences and it is the perception of those consequences that drives the dissonance process. As cognizant human beings, we assess the results of our actions, including the valence. We typically strive to engage in situations with consequences that are desirable and acceptable.
The Drive Properties of Dissonance: Reality or Metaphor?
The central thesis of cognitive dissonance theory (Festinger, 1957) is that when two beliefs are inconsistent, individuals experience negatively arousing cognitive conflict (called dissonance). Because the dissonance is aversive, the individuals try to reduce it by changing one or the other beliefs. For example, when making a difficult decision, individuals show attitude change that justifies the decision. In this case, individuals who face such a decision are conflicted because not all beliefs are consistent with the decision.
What is the difference between cognitive dissonance theory and balance theory?
There are still debates around the theory that can be traced in Brehm’s (2007) review and a more recent Kenworthy et al. (2011) trans-paradigm theoretical synthesis of cognitive dissonance theory. In this article the authors using modern statistical techniques aim to test five research paradigms. It seems that cognitive dissonance is a theoretical field that will continue to trigger basic and applied research. Cognitive dissonance has been one of the most enduring and successful theories in the history of social psychology. I then examine the evolution of dissonance as it emerged from a theory focused solely on the inconsistency among cognitions to a more complex set of principles that accommodated the voluminous data that had been gathered throughout the ensuing decades.
Theories of Understanding: Gestalt and Cognitive Theories
- We are not driven to reduce inconsistency per se, but rather driven to have an unambivalent stance toward the world to prepare us for effective action.
- Asch’s most immediate heirs were modern schema theories, examining impression formation as a function of social categories that cue organized prior knowledge.
- Researchers have delved into the role of perceived fairness in employee motivation, the dynamics of power balance in romantic partnerships, and the influence of equity perceptions on consumer behavior.
- Vicarious hypocrisy raises an exciting new possibility for translating dissonance theory from experimental research to real-life application that would help people work to improve their health.
- In an intriguing experiment, Festinger and Carlsmith (1959) asked participants to perform a series of dull tasks (such as turning pegs in a peg board for an hour).
- People who are forced into inconsistency do not seem to feel a need to become consistent.
- Those inputs are perceived by the contributors and should be measured against their relevance to the particular social exchange situation and should be recognisable by the parties of exchange.
If a person’s motivation and ability to think are very high, however, then expertise should not affect attitudes or compliance since they will be based primarily on a careful evaluation of the issue-relevant arguments presented. Therapy analog studies by Heesaker, Petty, and Cacioppo (1983) have provided support for this general line of reasoning. Cognitive dissonance theory aims to explain the relationships between the motivation, perceptions and cognitions of an individual. Recently, we suggested that a combination of personal hypocrisy with social identity can create vicarious hypocrisy (Focella, Stone, Fernandez, Cooper & Hogg, 2016), much as common in-group membership caused vicarious dissonance in previous research. As an illustration, Focella et al. (2016) cognitive dissonance and addiction established vicarious hypocrisy by having participants witness a fellow student make a public pro-attitudinal statement about using sunscreen whenever one goes outdoors. The participants also witnessed the speaker admit that there had been occasions when she failed to follow her own advice – that is, she had forgotten or neglected to use sunscreen in the past.
- With Festinger’s use of the concept of cognitive representations, attitudes, behaviors, social mores, communications – that is, virtually any phenomenon that people can perceive – all are grist for the mill of cognitive dissonance.
- Cooper, Darley and Henderson (1974) studied the impact of dissonance on political election campaigns.
- In addition, research that did not involve an elaboration likelihood explanation has been reinterpreted as revealing the role of this process.
- Rosenberg (1965) asked participants to write essays taking a very unpopular position at The Ohio State University.
- Scher & Cooper (1989) compared the role of consistency between cognitions with the role of consequences.
Decision Making
Axsom & Cooper (1985) used laboratory procedures to demonstrate that people can lose weight if they are motivated by dissonance, but no such treatment ever became available for people to use. Most of us remained wedded to our laboratories while practitioners were either unaware of the studies or unconvinced of their usefulness. By understanding these five foundational principles, it is possible to better grasp the intricate complexities of equity and inequity in various relational contexts, and thereby gain insights into managing interpersonal dynamics more effectively. At Candor, we understand that the essence of Equity Theory lies in the balance and fairness within a team, which is at the heart of a thriving workplace culture. If you’re inspired to cultivate a workplace where everyone feels they belong and are valued, where work feels like play because your team feels like home, then it’s time to take the next step. We invite you to join us on a mission to build legendary teams through daily culture exercises that foster collaboration, authenticity, and happiness at work.
- Consistent with this view, Newcomb developed the similarity principle of attraction, derived from balance theory (above), to explain the clear attraction to others of shared background, attitudes, etc.
- We found that participants showed little attitude change after writing an attitude-discrepant essay because the sedative reduced their arousal levels.
- One answer to that question is provided by the Action-Orientation Model (Harmon-Jones, 1999).
- Members are also taught emotion-stopping techniques — especially to block feelings of homesickness, frustration towards leadership, illness, distress, and doubts.
- As research accumulated, dissonance continued to receive support by finding additional moderator variables that allowed dissonance to function.
This theory further clarifies how people are motivated to relieve this tension either through passive acceptance or proactive steps to alter the situation. However, if an employee thinks that their contributions and rewards are on par or better than their colleagues, they are likely to feel a higher sense of motivation and job satisfaction. This insight, grounded in equity theory, can be a useful tool for managers and business owners to ensure a motivated and content workforce.
- Therefore, changes are more likely to happen in an element that is less resistant or less important (Cooper, 2007).
- Mind control groups systematically indoctrinate members to distrust critics, former members, and all and any negative media reports.
- Social Influence Model 18 was created to analyze any relationship between the influencer and the influencee where predatory or undue influence takes place.
- We typically strive to engage in situations with consequences that are desirable and acceptable.
- If we are forced to behave in a particular manner, then we can and do absolve ourselves of responsibility.
10.3.2 Theories of Persuasion
The existence of dissonance and the mechanisms that humans used to cope with it captured Festinger’s interest in developing cognitive dissonance theory. More than 60 years ago, Leon Festinger made a modest proposal by suggesting that people who hold two or more cognitions that are psychologically inconsistent experience a state of psychological discomfort called cognitive dissonance. Moreover, the state of dissonance has drive-like properties, motivating people to seek its reduction. That relatively straightforward description of the relationship among cognitions led to decades of research that supported, contradicted and modified the theory. It led to innovations in understanding people’s motivations for the attitudes they hold, the behaviors they engage in and the preferences they express. It also led to innovations in leveraging the dissonance process to help people with important practical considerations such as improving their mental and physical health.