Exam 13: Cognitive Dissonance Theory

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Cognitive dissonance is a psychological phenomenon that occurs when a person holds conflicting beliefs, attitudes, or behaviors. This inconsistency creates a feeling of discomfort or tension, which motivates the individual to resolve the dissonance in order to alleviate the discomfort. This can lead to changes in attitudes, beliefs, or behaviors in order to reduce the cognitive dissonance.

In the context of persuasion, cognitive dissonance plays a significant role in several specific persuasive principles and techniques. One such principle is the foot-in-the-door technique, which involves getting a person to agree to a small request before presenting a larger one. This technique leverages cognitive dissonance by creating a sense of internal pressure to align one's actions with their beliefs. Once a person has agreed to the initial request, they may experience cognitive dissonance if they do not follow through with the larger request, leading them to be more likely to comply in order to reduce the discomfort.

Another persuasive technique that involves cognitive dissonance is the use of social proof. When individuals are uncertain about how to behave, they often look to others for guidance. By presenting evidence of others' behavior or beliefs, a persuader can create cognitive dissonance in the target audience if their own beliefs or behaviors do not align with those of the group. This can lead to a change in attitudes or behaviors in order to reduce the discomfort of the dissonance.

Additionally, the scarcity principle, which suggests that people are more motivated by the thought of losing something than by the thought of gaining something of equal value, can also be linked to cognitive dissonance. When faced with the possibility of missing out on a limited opportunity, individuals may experience cognitive dissonance if their actions do not align with their desire to obtain the scarce item. This can lead to increased motivation to comply with the persuasive message in order to reduce the discomfort of the dissonance.

In conclusion, cognitive dissonance is a powerful force in persuasion, influencing individuals to align their beliefs, attitudes, and behaviors in order to reduce the discomfort of conflicting cognitions. By understanding the role of cognitive dissonance in persuasive principles and techniques, persuaders can effectively leverage this psychological phenomenon to influence attitudes and behaviors in various contexts.

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The Festinger and Carlsmith (1959) induced compliance study found that participants who were paid $1 to complete a boring task reported enjoying the task more than those who were paid $20. This seemingly counterintuitive result can be explained by the theory of cognitive dissonance.

In the $1 condition, participants experienced dissonance because they were paid a minimal amount for a boring task, which conflicted with their belief that the task was actually enjoyable. To reduce this dissonance, they convinced themselves that the task was more enjoyable than they initially thought. On the other hand, participants in the $20 condition did not experience as much dissonance because the high payment justified their behavior, and they did not need to convince themselves that the task was enjoyable.

If no money had been offered, it is likely that the situation would have created even more dissonance. Without any external justification for their behavior, participants would have had to rely solely on their internal beliefs to justify their actions. This would have made it more difficult for them to convince themselves that the task was enjoyable, leading to increased dissonance.

In conclusion, the $1 condition created more dissonance than the $20 condition because the low payment conflicted with the participants' belief about the task. And it is likely that no money would have created an even greater situation of induced compliance due to the lack of external justification for their behavior.

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I have seen examples of dissonance theory at work in reality television when contestants are faced with making a public statement or confronting a difficult situation. For example, in shows like "The Bachelor" or "Survivor," contestants often have to publicly declare their feelings for someone or confront a fellow contestant about their actions. This can create cognitive dissonance as they may have to justify their actions or beliefs in front of others, leading to a potential shift in attitudes.

The power of self-persuasion plays a role in reality television as contestants often have to convince themselves and others of their actions or decisions. They may rationalize their behavior to reduce dissonance and maintain a positive self-image, which can be a powerful motivator in changing attitudes. Additionally, the pressure of being in the public eye and the desire to be seen in a certain light can also influence self-persuasion in reality television scenarios. Overall, reality television provides a platform for observing dissonance theory at work and the role of self-persuasion in shaping attitudes and behaviors.