Dissonance Theory 2

While attitudes can have a powerful effect on behavior, they are not permanent. The same things that influence attitude formation can also change that attitude. People can change their attitudes in two ways. First, they can be motivated to listen and think about the message, which can lead to a shift in attitude. Or they might be influenced by characteristics of the speaker, leading to a temporary shift in attitude. Messages that are thought provoking and that appeal to the viewer are more likely to lead to permanent changes in their attitude. As mentioned in the previous post, people can also change their attitudes when they have conflicting beliefs about a topic. In order to reduce the tension created by these incompatible beliefs, people often shift their attitudes. 

Dissonance Theory

     Dissonance Theory refers to situations that involve conflicting attitudes, beliefs or behaviors. This produces a feeling of discomfort leading to an altered attitude, belief or behavior to reduce the discomfort. For example, when people smoke and they know that smoking causes cancer.  It’s possible that certain attitudes may change depending on the person.

     Dissonance is defined as the inconsistency or conflict while cognitive refers to thinking or the mind.  Cognitive dissonance is the psychological conflict from holding two or more beliefs at the same time. The theory replaces previous conditioning or reinforcement theories by viewing individuals as more purposeful decision makers that seek balance in their beliefs. If presented with decisions or information that create conflict, they use dissonance-reduction to regain balance, especially if the dissonance affects their self-esteem. The theory suggests that, dissonance is psychologically uncomfortable enough to push people to achieve compatibility, and in a state of dissonance, people will avoid information and situations that might increase the conflict.  It’s easy to picture how this dissonance arises.  In this day and age, it may be unavoidable in an environment where we are surrounded by information and media.

Mcleod, S. (2008).  Cognitive Dissonance.  Retrieved from: http://www.simplypsychology.org/cognitive-dissonance.html

Festinger, L. & Carlsmith, J.M. (1959). Cognitive Consquences of Forced Compliance. Journal of Abnormal and Social Psychology, 58, 203-210. [available at http://psychclassics.yorku.ca/Festinger}