Festinger's Cognitive Dissonance Theory Explained

Festinger's Theory of Cognitive Dissonance

Relations between beliefs are determined more by the expectations of the person than by their objective or logical relationships. Re-establishing consistency between attitudes or beliefs is generated automatically, and its achievement is gratifying.

Factors Determining Dissonance Magnitude

The magnitude of the dissonance caused by inconsistencies depends on two factors:

• The importance the elements have for the subject.
• The number of dissonant elements and the similarity between them.

Strategies to Reduce Dissonance

There are several strategies one can employ to reduce dissonance:

1. Edit: Modify one of the elements so that the relationship between beliefs becomes consistent.
2. Place: Introduce new cognitions in order to increase the importance of one element or diminish the dissonant one.
3. Altering: Change the importance of the elements so that they are more opposed to each other.

Selective Exposure

This is the tendency to prefer information that agrees with existing beliefs and reject information that disagrees with them. Frey suggests that the most useful information to reduce dissonance is supportive information, especially if it comes from a competent source.

Conditions Favoring Dissonance (Festinger and Carlsmith)

1. Advertising
2. Disclaimer: If you do not feel responsible for the action, there will be no dissonance.
3. The adverse effects: Sufficient conditions to produce dissonance.
4. Extent and type of incentive: A compelling and forceful incentive is necessary.

Planning of Behavior

In conduct, factors other than attitude are involved. In an environment where the use of a pill is frowned upon, a person who has a good concept of it will have serious doubts about using it. The pressure generated is called the subjective norm. The attitude of an individual toward behavior is determined by subjective social norms. If one considers their own account and their social orientation, we can say that we have a reasonable behavior.

Perceived Control

This is based on control beliefs. The control determines whether a person has the necessary skills to perform a behavior. Adding intention, subjective norm, and perceived control over behavior would result not just in reasonable behavior, but planned behavior.

Cognitive Response Theory

This theory states that whenever a recipient receives a persuasive message, they compare what the source says with their own knowledge, feelings, and attitudes regarding the subject matter, generating cognitive responses. For persuasion to occur, it is necessary that these thoughts align with the direction indicated by the message. If they go in an opposite direction, there will be no persuasion, but rather a boomerang effect. Receivers are persuaded primarily by their own answers.