The theory of cognitive dissonance (festinger)

Cognitive Dissonance Theory, proposed by Leon Festinger, is one of the most influential theories in social psychology and explains how people seek to maintain consistency between their cognitions (beliefs, attitudes, knowledge) and between their cognitions and their behaviors.

When an inconsistency or "dissonance" arises, a state of psychological discomfort is experienced that motivates the person to reduce it.

Definition and Nature of Dissonance

Cognitive dissonance is a state of tension or discomfort that occurs when a person holds two or more cognitions that are psychologically inconsistent with each other, or when their behavior contradicts one of their important attitudes or beliefs.

For example, a person who smokes (behavior) but knows that smoking is harmful to one's health (cognition) will experience dissonance.

Similarly, someone who considers themselves honest (attitude) but commits an act dishonest (behavior) will feel dissonant.

Motivation to Reduce Dissonance

This state of dissonance is psychologically aversive, so people are motivated to reduce it in order to restore internal consistency. There are three main ways to reduce dissonance:

• Change one of the dissonant cognitions: The attitude or belief can be modified to be more consistent with the behavior. (Example: "Smoking isn't so bad after all" or "I need a smoke to relax.")

• Change the behavior: The action can be modified to be in line with the cognition. (Example: Quitting smoking).

• Adding new consonant cognitions (or reducing the salience of dissonant ones): You can seek out new information or justifications that support the behavior or that minimize the salience of the inconsistency. (Example: "I smoke, but only light cigarettes" or "Something has to die.")

The path you choose to reduce dissonance will depend on which is easier or less psychologically costly.

Classic Research Paradigms

Dissonance theory has been supported by numerous experimental studies. Some classic paradigms include:

• Effort Justification: People tend to value more something they have worked hard for, even if it is not objectively that valuable. The effort invested creates dissonance if the resul