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Cognitive dissonance is a theory proposed by the psychologist Leon Festinger in 1957.
Cognitive dissonance is a state that an individual reaches once he has an imbalance between cognitions. For the purpose of this theory, cognitions are defined as being an attitude, emotion, belief or value, or even
a mixture of these cognitions.
Conflicting cognitions: cognitive dissonance
Once two cognitions are held and there is a conflict of interests between them, the individual falls into a state of cognitive
dissonance. This may be demonstrated by an individual purchasing a brand of washing machine, initially believing that it was the
best product to buy. This person's cognition is that a good washing machine has been bought. However, after the purchase, the
individual may be exposed to another cognition that informs him/her that there is a better washing machine out on the market (for
example, through an advertisement). This then leads to an imbalance between his/her cognitions and a psychological state which
needs to seek consonance between the two cognitions.
Ways to reduce cognitive dissonance
A person in a state of cognitive dissonance will then seek consonance. There are various ways to achieve this. However,
changing a cognition gives some discomfort: one has to reflect and admit to oneself that one has had a wrong cognition.
Therefore, rather than adapt to these cognitions, one may deride the new improved washing machine, and perceive the new
advertisement as untrue. This is another way of allowing one's cognitions to be in a consonant state once more.
However, there are even more ways of reducing the state of dissonance. One example is through selecting information after the
purchase. It might be that a person would purposefully avoid other washing machine advertisements knowing that the decision had
been made and finding out about other products could lead to some discomfort.
Festinger proposed that cognitive dissonance is a similar
psychological tension to hunger and thirst and that people will seek to resolve this
tension.
Reduction of cognitive dissonance is good because one feels better, and because one can come closer to consonance by
eliminating contradictions. On the other hand some of the ways of reduction of cognitive dissonance involve a distortion of the
truth, which may cause wrong decisions. The harder way of changing favorable cognitions may in the longer run be better.
Cognitive dissonance and conspiracy theories
Some people believe that cognitive dissonance can be instrumental in the creation of conspiracy theories. Suppose that Fred
believes that satanic ritual abuse kills hundreds of
thousands every year. However, these supposed deaths don't get reported in the media. This leads Fred into cognitive dissonance,
which he can resolve either by changing his belief in satanic ritual abuse, or by believing that satanic cultists have
infiltrated the media. In the latter case, Fred's original belief is augmented by a new belief in a media conspiracy, and this
starts the process towards the creation of a new conspiracy
theory.
See also
- Self-perception theory a competing theory of attitude change
- Supernaturalization for a description of another
explanation of causal belief
- Great Disappointment for an example, how cognitive
dissonance in relation to religion works
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