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Issue Analysis: Cognitive Dissonance

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Issue Analysis: Cognitive Dissonance

PSYCH/555
April 22, 2013
Dr. Keisha Anthony

Issue Analysis: Cognitive Dissonance
“Festinger's (1957) cognitive dissonance theory suggests that we have an inner drive to hold all our attitudes and beliefs in harmony and avoid disharmony (or dissonance)” (McLeod, 2008). Issue 5: Does Cognitive Dissonance Explain Why Behavior Can Change Attitudes debates the cognitive dissonance theory with one of the authors challenging the theory by claiming that self-perception is a better explanation as to why people behave differently once they have acted outside of their norm as most people try to find some sort of consistency between their actions and their attitudes. Consonant and dissonant cognitions both affect the attitude on opposite ends of a spectrum. As with consonant cognitions the behavior matches the attitude and with dissonant cognitions have behaviors that conflict with their attitudes. One of the most powerful influences on attitude change is the motivation of people to maintain that consistency between their attitudes and behaviors. Although the cognitive dissonance theory is studied and utilized by psychologists all over the world, there are some who reject this theory and believe that self-perception is what enables people to decide on their attitudes, emotions, and behaviors because they are able to cast judgment upon themselves based on their behavior in different situations.
Summary of both Arguments in Issue 5
Festinger and Carlsmith (1959) position in the current issue is that cognitive dissonance does explain why behavior can change attitudes. Psychologists Festinger and Carlsmith believe that cognitive dissonance explains how a person’s attitude can change once he or she acts inconsistently with his or her attitudes (Festinger L. & Carlsmith, JM, 1959). Festinger proposed whatever you state publicly, will be a reflection of your personal views. If any person must speak publicly for any reason that goes against their own private belief, they will definitely feel uncomfortable. However, when offered a reward, the comfort levels can change. If someone offers the speaker a large reward, the speaker will feel more comfort in changing their attitude about the ideas or beliefs being said, even when they don’t believe them. If someone offers the speaker a small reward, the speaker will feel more discomfort because they do not feel there was justification in what they are being rewarded and will have more of a negative attitude than those being greater rewarded.
The opposed position is presented by Psychologist Daryl Bem. Bem (1967) disputes Festinger and Carlsmith position by using the self-perception theory. Developed by Daryl Bem the self-perception theory is the idea that attitudes develop or changed by one viewing their own behavior and concludes certain attitudes as the cause. Psychologist Bem believes that self-perception theory can explain the results of Festinger’s study better than cognitive dissonance theory (Bem DJ, 1967).
Define consonant and dissonant cognitions
Consonant and dissonant cognitions are closely related as one is the opposite of the other. Consonant cognitions occur when an individual is engaged in behavior that matches the way they think as well as the beliefs they have in regard to that particular behavior (Plum, 2013). An example of cognitive consonance is when someone who emphasizes financial security gets into a relationship with someone who also believes in financial security. Dissonant cognitions on the other hand are the uncomfortable feelings that one gets when they experience conflicting beliefs in regard to a certain behavior. An example of this is when someone who is a follower of financial security gets involved with someone who is very irresponsible with their finances. In this case, the dissonance has to be reduced either by the follower of financial stability leaving the relationship or reducing on their emphasis for financial stability (Cherry, 2013). Cognitive dissonance therefore creates a sense of discomfort that can only be fixed when the person returns to cognitive consonance.
In a study on heterogeneous development of cognitive dissonance over time, it was realized that products that are more expensive tend to attract post-purchase dissonance. The desire to read literature and be able to purchase it is inversely related to cognitive dissonance. This is both at the purchase time and also after the item is purchased (Koller, & Salzberger, 2012). Therefore cognitive dissonance plays an important role in judgment and decision making.
Influence that Consonant and Dissonant Cognitions have on Attitudes and Behavior
Individuals often seek to maintain consistency in their beliefs and perceptions. A major influence on attitude change is the desire to maintain consistency between ones attitudes and behaviors. In order to maintain consistency individuals learn to balance and adjust their behavior and attitudes. Cherry (2013) states, the term cognitive dissonance is used to describe the feelings of discomfort when individuals have two conflicting beliefs. At the same time, when there are discrepancies between one’s believes and one’s behavior, something has to change to eliminate or reduce the dissonance. Festinger in his theory states, “The existence of dissonance, being psychologically uncomfortable, will motivate the person to try to reduce the dissonance and achieve consonance” (Dewey, 2007).
As one can see, dissonance and consonance act as balancing factors in behavior and attitude. In order to achieve one you have to balance the other. Because human beings strive to maintain a balance, any contradiction between beliefs and behavior will create an uncomfortable feeling. This feeling acts a signal to either change behavior or adjust attitude. “This subtle dynamic makes cognitive dissonance a powerful tool for changing attitudes. It implies that if you want to change attitudes, all you have to do is change behavior, and the attitudes will follow along” (Dewey, 2007).
Analyze the Concept of Persuasion as it relates to the Concepts According to Merriam-Webster (2013), persuasion; is a noun and is the act or process or an instance of persuading; condition of being persuaded. Persuasion has been studied since ancient times, and more recently within psychology of the 20th century. Persuasion means to convince and internalize the persuasive argument to adopt the new attitude, belief, trend, product or other item based on being persuaded to do so (Persuasion Techniques. (2013). Factors which affect persuasion are the individual being persuaded may be keen to the persuasion, tired of the persuasion and having a solid mindset and beliefs or feelings and stance which they will not change. Methods of persuasion include the use of rewards, punishments, morals, needs, appeal, and using descriptive and strong words to persuade (Persuasion Techniques. (2013).
Within Issue 5, cognitive dissonance is an important issue discussed by Psychologists Festinger and Carlsmith. Cognitive dissonance explains how a person’s attitudes can change once him or her performances inconsistently with his or her attitudes. Also proposed by these psychologists is the concept that publically stated opinions are a reflection of one’s own personal views. In relation to persuasion, cognitive dissonance can change when the individual is offered a reward to change their attitude, beliefs and feelings once offered a reward and this will cause them to feel more comfortable even if they don’t fully believe the ideas. The counter argument by Bem (1967) who believes that cognitive dissonance does not explain why behaviors can change attitudes. Ben stands by his self-perception theory. This theory entails that attitudes, views and behaviors change by viewing one’s own behaviors and this causes attitudes to change (Bem, 1967).
In conclusion, cognitive dissonance refers to a situation involving conflicting attitudes, beliefs or behaviors. Issue 5: Does Cognitive Dissonance Explain Why Behavior Can Change Attitudes debates the cognitive dissonance theory and whether it is cognition or self-perception that explains the relationship between people’s attitudes and their behaviors. Most find that to maintain a consistent connection between your behavior and attitude; it is important to establish yourself as an individual who acts based off of his own beliefs. Allowing others to perceive your behaviors can alter your own perception of whom you are so staying true to who you are keeps your attitude in check with the way you behave.

References
Bem, D. (1967). Self-perception: An alternative interpretation of cognitive dissonance phenomena. Psychological Review, 74(3), 183-200.
Cherry, K. (2013). About.com. Retrieved from http://psychology.about.com/od/cognitivepsychology/f/dissonance.htm
Cherry, K. (2013). What is cognitive dissonance? . Retrieved from http://psychology.about.com/od/cognitivepsychology Dewey, R. (2007). Cognitive dissonance. Retrieved from http://www.intropsych.com/ch15_social/cognitive_dissonance.html Festinger, L. A theory of cognitive dissonance. Evanston, Ill.: Row Peterson, 1957.
Koller, M., & Salzberger, T. (2012). Heterogeneous development of cognitive dissonance over time and its effect on satisfaction and loyalty. Journal Of Customer Behaviour, 11(3),
261-280.
McLeod, S. (2008). Cognitive dissonance. Retrieved on April 21, 2013, from www.somplypsychology.org. Plum, C. (2013). HubPages. Retrieved from http://charlottebplum.hubpages.com/hub/Leon-Festingers-Theory-of-Cognitive-Dissonance
Straker, D.(2013). Self-perception theory. Retrieved on April 21, 2013, from www.changingminds.org.

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