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Cognitive dissonance theory
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==='''Force Compliance Behavior'''=== Force Compliance Behavior happens when individuals are forced to comply with actions that are inconsistent with their beliefs. Due to the fact that the behavior was already in the past, dissonance will need to be reduced by reevaluating their attitudes. And this cause of cognitive dissonance had been tested experimentally by Festinger and Carlsmith (1959)<ref name="Festinger&Carlsmith">Festinger, L., & Carlsmith, J. M. (1959). Cognitive consequences of forced compliance. The Journal of Abnormal and Social Psychology, 58(2), 203. </ref>. In their laboratory experiment, they used 71 male students as participants to perform a series of dull tasks (such as turning pegs in a peg board for an hour), and get paid either $1 or $20. It was found that those who received only $1 rated the tedious task as more enjoyable and fun than those who received $20 to lie. The $1 payment was not sufficient incentive for those who lied, so they experienced dissonance. In order to overcome that dissonance, they had to believe that the tasks were interesting and enjoyable<ref name="Festinger&Carlsmith">Festinger, L., & Carlsmith, J. M. (1959). Cognitive consequences of forced compliance. The Journal of Abnormal and Social Psychology, 58(2), 203. </ref>. Due to the fact that they receive $20 for turning pegs, there is no dissonance. As a result that dull task would create cognitive dissonance through forced compliance behavior.
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