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=76nhIfp9g

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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.”