Cognitive Dissonance
Theory
Leon Festinger 1957
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1. Overview of Theory
Cognitive elements - defined bits of
knowledge or opinions or beliefs
Basic Relations
Consonant
Dissonant
Irrelevant
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Assumptions
Psychological tension to reduce
dissonance
We not only reduce it, we avoid situations
that increase it
Dissonance increases when alternatives
contain attractive features
Increased dissonance, increased pressure
Pressure = importance & # of elements
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2. Reducing Dissonance
Change one of the elements
Seek evidence to discredit
Change importance of cognitiones
Seek confirmatory evidence
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3. Dissonance & Beliefs (future)
Conditions for dissonance arousal
Firm conviction
Public commitment
Clear confirmation/disconfirmation of
conviction
Unequivocal disconfirmation
Social support available
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4. Dissonance & Decisions
 Degree of dissonance
Important to person
Mix of attractive & unattractive features
Dissimilar attributes but similar desirability
 Reducing Dissonance
Change Decision
Increase attractiveness of chosen
Decrease attractiveness of unchosen
Seek confirming information
View consequences as the same
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5. Insufficient Justification
Definition - a cognition following from
another that can not be justified
Boring task example
Creates powerful dissonance
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6. When is dissonance
aroused?
Reasons for not being dissonant
Blame environment
Blame others
Dissonance aroused
“I willing caused it”
“It was a significant decision”
ROTC example
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7. Self Concept
How do you explain self-fulfilling
prophecy?
We have a vested interest in failure
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8. Criticisms
Prediction Problems - How will dissonance
be reduced?
Can the theory be proven or disproven?
(Falsifiability)
Quantifiable?
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