5- Cognitive Dissonance Flashcards
How has cognitive dissonance been used?
To explain how we react when there’s a discrepancy between our attitudes/attitude-behaviour link
What is cognitive dissonance?
People become aware of inconsistency between how they think and act, causing them to experience dissonance
Who came up with cognitive dissonance theory?
Festinger, 1957
Why are people motivated to reduce dissonance?
Dissonance is aversive
How do people reduce dissonance?
By bringing thoughts, feelings and behaviours back into line
What do we feel when there is a stronger feeling of dissonance?
Stronger motivation
What two ways can alignment can be achieved?
- Change behaviour so it’s consistent with beliefs
- Change beliefs so that they fit behaviour
What are the 3 research paradigms?
Effort justification
Induced compliance
Free choice
What is the effort justification paradigm?
Dissonance is experienced when great effort is made for a modest goal
What happens in the effort justification paradigm?
Switch from a negative attitude to wanting to seem more positive
What is the induced compliance paradigm?
Dissonance is experienced when persuaded to behave in opposition to an attitude
What happens in the induced compliance paradigm?
People change their attitudes in order to explain behaviour
What is the free choice paradigm?
Pre-decision uncertainty and dissonance gives way to post-decision confidence
When do people experience less dissonance?
Once they have made a decision
