Cognitive Dissonance

Theory of Cognitive Dissonance

The basic premise of the theory of cognitive dissonance is that individuals are motivated to achieve consonance or consistency among their cognitions, beliefs, ideas, and values. When an individual experiences dissonance because of an [Page 154]inconsistency in cognitions, it is predicted that he or she will engage in dissonance reduction in an effort to regain consistency. Dissonance reduction can occur in one of four ways: (1) adding a consonant cognition, (2) subtracting a dissonant cognition, (3) increasing the importance of the consonant cognition, or (4) lowering the importance of one of the dissonant cognitions.

One of the first documented accounts of cognitive dissonance that would later lead to Festinger's fully articulated theory is in When Prophecy Fails (1956). In this book, Festinger and colleagues report on a small unidentified flying object (UFO) cult that predicted the end of the world. Membership in the cult came at great personal and financial cost to those who joined. When the apocalypse failed to occur, rather than give up on their beliefs, Festinger and colleagues found that the members' beliefs and commitment to the cult and its apocalyptic prediction only strengthened. They believed that their lives had been spared, at least temporarily, to allow them more time to spread their beliefs to others. They responded by fervently attempting to convince others that the end of the world was nigh. Based on the cognitive dissonance theory, the acute dissonance experienced by the cult members after being presented with such irrefutable evidence that opposed their beliefs was reduced by adding a consonant belief that the world would end, but not until they had more time to spread the word and expand their membership.

Research Paradigms

The experience and outcomes of cognitive dissonance have been explored in numerous research efforts in a variety of contexts. Two of the most prominent research paradigms used in cognitive dissonance research are the free-choice paradigm and the induced-compliance paradigm.

The free-choice paradigm assesses dissonance after a decision or a choice has been made. The theory of cognitive dissonance predicts that once a decision has been made, the cognitions in favor of the choice will be consonant and the cognitions in favor of any alternatives will become dissonant. As two or more alternatives become closer in attractiveness, the greater the amount of dissonance will be experienced. This dissonance can be reduced postdecision by viewing the chosen alternative as more attractive and the rejected alternative as less attractive.

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