COGNITIVE DISSONANCE THEORY

THE NEED FOR REASSURANCE AND "THE DEVIL'S ADVOCATE"

AN APPLICATION BY JACQUI CARNER

Leon Festinger tells us in his Cognitive Dissonance Theory that dissonance is what we experience when we do things that do not fit with what we know or have opinions that do not fit with other opinions that we hold. When I was reading about The Cognitive Dissonance Theory it reminded me of a movie I saw the other day. The movie, The Devil's Advocate is a good example to use in explaining the three hypotheses that Festinger says we use to reduce this dissonance.

One of the hypotheses states that dissonance is associated with postdecisions and a need for reassurance. This basically means that we corrolate our behaviors and our attitudes for reassurance. In the movie, the main character, Kevin Lomax, does just this. Lomax is a brilliant young lawyer who never loses a case. However, he does not care if he has to compromise the truth to do this. At the beginning of the movie he is defending a child molester. He knows that the man is guilty but he only wants to win. He tears apart the young girl that was molested and wins the case. He knows that this is morally wrong but he feels justified. After he wins the case, a powerful lawfirm from New York comes to recruit him. Lomax's behavior was reassured by this action so he felt that what he did was alright.

Another of Festinger's hypotheses is that selective exposure prevents dissonance. This means that we avoid information that is not favorable to our beliefs. After Lomax and his wife have settled into New York City and their new life, Mary Anne (his wife), starts to notice something wrong. She tries to tell Lomax that the firm is not what he thinks it is. However, Lomax is living the high life and does not want anything to mess this up. He refuses to listen to Mary Anne because what she is telling him goes against what he is doing.

The final hypothesis of the Cognitive Dissonance Theory is that minimal justification for our action induces a shift in our attitude. Simply put, the end justifies the means. Lomax knows that defending criminals is against his morals but the power of money and fame keep him satisfied. The rewards that he is receiving outweigh the guilt that he feels.

Hopefully this example has helped you to understand the Cognitive Dissonance Theory better. I also hope that you rent the film "The Devil's Advocate"- it is great!!!

LINKS

Click here to read what John Baldwin, an assisstant professor at Illinois State University, has to say about Cognitive Dissonance

Read an application of how Gognitive Dissonance affects advertising, by Aparna Srinivason,a student at the University of Texas, Austen

Learn more about "The Devil's Advocate"

Return to the Title Page

Click here to go to Dr. Lee's Communication Theory Home Page