Psychology research · Reference
What is cognitive dissonance?
Cognitive dissonance is the mental discomfort that arises from holding two or more conflicting beliefs, attitudes, or behaviours, which motivates people to reduce the inconsistency by changing one of them.
Definition and origin
Cognitive dissonance theory, set out by Leon Festinger in his 1957 book A Theory of Cognitive Dissonance, proposes that inconsistency among a person’s cognitions produces an uncomfortable state of arousal that they are driven to reduce. The greater and more important the inconsistency, the stronger the discomfort and the motivation to resolve it. Crucially, the theory predicts that behaviour can change attitudes: when people act in ways that clash with their beliefs, they often adjust the beliefs to fit the behaviour rather than the other way around.
How it is reduced
People can reduce dissonance in several ways: by changing one of the conflicting cognitions, by acquiring new information that supports one side, by reducing the importance of the conflict, or by adding consonant beliefs that justify the inconsistency. The path taken depends on which cognition is easiest to alter.
A classic demonstration is Festinger and Carlsmith’s 1959 experiment, in which participants paid only a small sum to describe a dull task as enjoyable later reported actually finding it more enjoyable — having little external justification, they reduced dissonance by changing their attitude to match their words.
Examples and research relevance
Everyday examples include a person who smokes despite knowing the health risks downplaying those risks, or a buyer who has made an expensive purchase emphasising its merits to justify the cost. In research, cognitive dissonance is a major theory in social psychology and a model for how attitudes and behaviour interact. It also has methodological relevance: the desire to appear consistent can shape how participants respond, linking it to phenomena such as social desirability bias in self-report.
Significance for methods
For researchers, dissonance theory is both an object of study and a source of caution. As a theory it has generated a vast experimental literature on attitude change, justification, and decision-making. As a methodological concern, the motivation to maintain consistency means that asking people to commit to a position can alter their subsequent attitudes, so study designs must consider how the act of measurement might itself change what is being measured.
Key facts
At a glance
- Type: motivational theory of attitude change
- Definition: discomfort from holding conflicting cognitions
- Introduced by: Leon Festinger, 1957
- Key prediction: behaviour can change attitudes
- Classic study: Festinger & Carlsmith, 1959
- Reduction: change a cognition, add justification, or downplay conflict
Common questions
FAQ
What is an example of cognitive dissonance?+
A person who values their health but continues to smoke experiences dissonance. They may reduce it by quitting, by downplaying the risks, or by telling themselves the pleasure outweighs the danger — restoring a sense of consistency.
Who developed cognitive dissonance theory?+
It was introduced by the social psychologist Leon Festinger in his 1957 book A Theory of Cognitive Dissonance, and famously tested in a 1959 experiment with James Carlsmith on induced compliance.
How does cognitive dissonance change attitudes?+
When people behave in ways that conflict with their beliefs and have little external justification for doing so, the resulting discomfort motivates them to change the belief to fit the behaviour, making their attitudes consistent with what they have done.
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