Cognitive dissonance theory
Overview
In cognitive dissonance theory, people seek consistency between what they believe and what they do. According to the theory, people strive for consistency between what they believe and what they do [2]. When there is an imbalance between the two, tension is created. Cognitive dissonance can be reduced by changing either beliefs or behaviors so that they become mutually consistent and harmonious. There are times when people change their behavior to match their beliefs; this is often seen as an ethical imperative since we should practice what we preach [2].
The first investigator of Cognitive Dissonance is Leon Festinger. According to Leon Festinger, after observing a cult that believed the earth would be destroyed by a flood, a series of cognitive dissonance that occurred following the flood did not occur since different members of the cult behaved differently before the “phony disaster” which led to radically different outcomes following the “crisis of doom”. To avoid dissonance, or disharmony, we strive to maintain harmony between our attitudes and behaviors, as explained by Festinger's cognitive dissonance theory[3].
Evidence
Festinger, L., & Carlsmith, J. M. (1959). Cognitive consequences of forced compliance. The Journal of Abnormal and Social Psychology, 58(2), 203.
Brehm, J. W. (1956). Postdecision changes in the desirability of alternatives. The Journal of Abnormal and Social Psychology, 52(3), 384.
Design Implications
Challenges and/or Alternative theories
References
- ↑ Sprout. (2022, October 20). Cognitive dissonance: Our battle with conflicting beliefs. YouTube. Retrieved December 13, 2022, from https://www.youtube.com/watch?v=GxAu7BTZQRY
- ↑ 2.0 2.1 Martinez, M. E. (2010). Learning and cognition: The design of the mind. Perusalk (Vol. 6). Merrill. Retrieved December 13, 2022, from https://app.perusall.com/courses/foundations-of-cognitive-science-for-learning-f22/learning-and-cognition-the-design-of-the-mind?assignmentId=ZKHADfR8srroXsmKM&part=1.
- ↑ McLeod, S. (1970, January 1). [cognitive dissonance]. Study Guides for Psychology Students - Simply Psychology. Retrieved December 13, 2022, from https://www.simplypsychology.org/cognitive-dissonance.html