Cognitive Dissonance Theory

COGNITIVE DISSONANCE THEORY

Taylor Blackwell

The distressing mental state caused by inconsistency between a person's two beliefs or a belief and an action.

1. Smoking is dangerous to my health.

2. I smoke cigarettes.

https://www.youtube.com/watch?v=76nhIfp9gr0

EXAMPLES

REDUCING DISSONANCE BETWEEN ACTIONS AND AT TITUDES

Hypothesis 1: Selective Exposure Prevents Dissonance

The tendency people have to avoid information that would create cognitive dissonance because it’s incompatible with their current beliefs.

Ex. Political views

REDUCING DISSONANCE BETWEEN ACTIONS AND AT TITUDES

Hypothesis 2: Postdecision Dissonance Creates a Need for Reassurance

Strong doubts experienced after making an important, close-call decision that is difficult to reverse.

Ex. The Walking Dead

REDUCING DISSONANCE BETWEEN ACTIONS AND AT TITUDES

Hypothesis 3: Minimal Justification for Action Induces a Shift in Attitude

A claim that the best way to stimulate an attitude change in others is to offer just enough incentive to elicit counterattitudinal behavior.

Ex. Marlboro Man

“WOULD I LIE FOR A DOLLAR?”

Counterattitudinal advocacy- Publicly urging others to believe or do something that is opposed to what the advocate actually believes

She: “I heard it was boring.”

He: “Oh no, it’s really quite fun.”