Attitude change - cognitive dissonance Flashcards
CDT
Cognitive dissonance theory
CDT originated by
Festinger (1957)
CDT argues
that when (we are aware that) our cognitions are inconsistent/imbalanced
dissonance
we feel an unpleasant state of psychological tension
dissonance effects
lead us to perform psychological work to reduce dissonance
cognitive dissonance
when the two cognitions are incompatible with each other
consonant dissonance
a situation in which two cognitive elements are consistent with one another
Free choice paradigm
study the effect that choosing has on people’s subsequent preferences
Brehm (1956)
rated desirability of 8 products. Allowed to choose one of the two items to keep. e.g. toaster vs. radio. rated items again, whichever chosen to keep, now seen as much better.
reduce aversive feelings by - chosen item
- search for positive characteristics
- emphasise positive characteristics
- evaluate more positively
reduce aversive feelings by - rejected item
- search for negative characteristics
- emphasise negative characteristics
- evaluate more negatively
forced compliance paradigm
study where participants performed a series of very dull tasks and paid either $1 or $20 to tell a waiting participant that the tasks were interesting. then evaluated the dull task, how interesting and enjoyable?
3 conditions in FCP study
- lie that task was interesting/enjoyable and get $1
- lie that task was interesting/enjoyable and get $20
- control group not asked to lie about the task
effort justification paradigm
- put in loads of effort
- reach a goal
- find goal not worth the effort
- need to justify the effort
- big up the goal
Joule and Beauvois (1998)
argued against revising cognitive dissonance to focus on the self. Say that you don’t need anything more. As long as you acknowledge the importance of the ‘focal cognition’
