Cognitive Dissonance
Leon Festinger's (1957) Cognitive Dissonance Theory
If a person held two cognitions that were psychologically
inconsistent,
s/he would experience dissonance; since dissonance is unpleasant,
s/he would attempt to reduce it much like one would attempt to
reduce hunger, thirst, or any drive.
Cognitive Dissonance Implications
- Forced compliance
- We come to like the things for which we suffer
- Threat of punishment
Freedman (1965) Study on Threat of Punishment
| Threat | |||
| Delay | Large Small | ||
| None 6 Weeks |
21/22 | 21/22 | |
| 5/22 | 14/22 | ||
Elliot Aronson's (1968) Reasons Why Dissonance Resolution Occurs
1) To preserve a consistent, stable, predictable
sense of self
2) To preserve a competent sense of self
3) To preserve a morally good sense of self
Aronson, Fried, & Stone (1991)
Stone et al. (1993)--% Buying Condoms
| Videotaped Essay | ||
| Mindful Not Mindful |
82% | 50% |
| 32% | 44% | |