Cognitive Dissonance Theory
of Leon Festinger
By: Amy Schick
Former Stanford University psychologist Leon Festinger came up with the theory of cognitive dissonance. This theory basically states that cognitive dissonance is the distressing mental state when people do things they wouldn't normally do, or have opinions that don't go along with opinions they already hold. Festinger said we naturally avoid dissonance because we want to stay consistant. The more important the issue or the more amount of change we make as a result, the higher amount of dissonance we feel.
The focus of this theory is attitude change. There are three different hypotheses that show ways to reduce dissonance between attitudes and actions.
Selective Exposure Prevents Dissonance
Festinger claimed that people avoid information that is likely to increase dissonance. We tend to "stick to our own kind" by hanging out with people that are like us, and we select things to read and watch on TV that are consistant with what we believe. People that are like us will keep those things away that make us uncomfortable.
Postdecision Dissonance Creates a Need for Reassurance
Close-call decisions can result in a lot of tension within after the decision has been made, according to Festinger. Three conditions can highten the dissonance: (1) how important the issue, (2) the longer it takes to make a decision between two equally desired options, and (3) how hard it is to reverse the decision once it has been made. These factors make a person suffer wondering if they have made the right choice. After they make this tough choice, they are motivated to seek support and reassurance for their decision.
Minimal Justification for Action Induces a Shift in Attitude
Originally, people thought that inner attitude and outward behavior were the beginning and end of a cause-and-effect sequence. In other words, what the person thinks about the behavior is what they do. But, this hypothesis says the opposite. The minimum incentive should be offered to make a change in attitude.
Link to GREG'S research report about a Daniel O'Keefe article. Learn about the factors that influence the amount of dissonance, means of reducing dissonance and the effects of dissonance.
Link to BRANDY'S examples and applications dealing with her real-life experience with Cognitive Dissonance. Coming to Ohio University and fitting in once here created a lot of dissonance for her which she had to overcome.
Link to CAROL'S critique describing the scientific method of Cognitive Dissonance. She critiques each of the three Hypotheses against the standards of Scientific Theory.
Link to Useful Links dealing with Cognitive Dissonance
Link to Inco 234 Winter Workbook 2000 for more information of many different Communication Theories
Look at Anxiety Uncertainty Management Theory for a theory relating to Cognitive Dissonance. AUM states that in every place at least one person is a stranger to the situation. The stranger and the rest of the group must reduce the anxiety. Cognitive Dissonance is similar because the stranger would want to try to lower the level of dissonance.
Source: Griffin, Em. A First Look at Communication Theory. New York: McGraw-Hill Company, 1997.