Cognitive dissonance

Cognitive dissonance is a condition first proposed by the psychologist Leon Festinger in 1956, relating to his hypothesis of cognitive consistency.

Cognitive dissonance is a state of opposition between cognitions. Cognitive dissonance is a perceived inconsistency between two cognitions in which the person believes one thing but then acts in a different way from what they believed. For the purpose of cognitive dissonance theory, cognitions are defined as being on any element of knowledge attitude, emotion, belief or value, as well as a goal, plan, or an interest. In brief, the theory of cognitive dissonance holds that contradicting cognitions serve as a driving force that compels the human mind to acquire or invent new thoughts or beliefs, or to modify existing beliefs, so as to minimize the amount of dissonance (conflict) between cognitions. To experience the feeling of cognitive dissonance or dissonant condition may be equated with gut feel.

The main criticism of the cognitive consistency hypothesis is that it is impossible to verify or falsify by experiment. Even so, experiments have attempted to quantify this hypothetical drive. Opponents of this hypothesis cite the apparent ability of many human beings to reconcile mutually exclusive or contradictory beliefs with no apparent stress, though the original theory would suggest that such beliefs were not psychologically important.

In economics this term is also called buyer's remorse. This post-purchase behavior is more likely to happen when the purchase is a more expensive one. The consumer may experience some regrets or questioning as to whether the purchase was a good one.

Origins and the experiment
In Festinger and Carlsmith's classic 1959 experiment, students were made to perform tedious and meaningless tasks, consisting of turning pegs quarter-turns, then removing them from a board, then putting them back in, and so forth. Subjects rated these tasks very negatively. After a long period of doing this, students were told the experiment was over and they could leave.

However, the experimenter then asked the subject for a small favor. They were told that a needed research assistant was not able to make it to the experiment, and the subject was asked to fill in and try to persuade another subject (who was actually a confederate) that the dull, boring tasks the subject had just completed were actually interesting and engaging. Some subjects were paid $20 for the favor, another group was paid $1, and a control group was not requested to perform the favor.

When asked to rate the peg-turning tasks, those in the $1 group showed a much greater propensity to embellish in favor of the experiment when asked to lie about the tasks. Experimenters theorized that when paid only $1, students were forced to internalize the attitude they were induced to express, because they had no other justification. Those in the $20 condition, it is argued, had an obvious external justification for their behavior, which the experimenters claim explains their lesser willingness to lie favoring the tasks in the experiment.

The researchers further speculated that with only $1, subjects faced insufficient justification and therefore "cognitive dissonance", so when they were asked to lie about the tasks, they sought to relieve this hypothetical stress by changing their attitude in a process akin to autobrainwashing. This process allows the subject to genuinely believe that the tasks were enjoyable.

Put simply, the experimenters concluded that human beings, when asked to lie without being given sufficient justification, will convince themselves that the lie they are asked to tell is the truth. Only when sufficient justification is given, researchers speculated, are human beings able to resist having their mind instantly reprogrammed by any request that they lie.

Festinger further tested his theory on observations of counterintuitive belief persistence of most members of a UFO doomsday cult and their increased proselytization after the leader's prophecy failed.

Conflicting cognitions: cognitive dissonance
Once two competing cognitions are held simultaneously, the individual can be said to be in a state of "cognitive dissonance". For instance: The individual purchases a given brand of washing machine, having been advised by a trusted co-worker that said machine is the best. Subsequent to this purchase, the buyer is exposed to another cognition, one which informs her that there is a higher quality, less expensive washing machine on the market. Moreover, the new source is even more trustworthy than the well-meaning co-worker, e.g. "Consumer Reports" or "Good Housekeeping". Instantly, this conflicting cognition creates an imbalance between itself and the original cognition. This conflicted state of mind will, necessarily, seek to attain psychological consonance, i.e. a balance between competing cognitions.

Two kinds of dissonance
Pre-decisional dissonance might be analogous to what Freud called "compensation." When a test showed that subjects had latent sexist attitudes, they later awarded a female a larger reward than a male in what they were told was a different study. Researchers hypothesized that the larger reward reduced dissonance by attempting to show that they were not sexist in the later decision.

The more well-known form of dissonance, however, is post-decisional dissonance. Many studies have shown that people with compulsive disorders like gambling will subjectively reinforce decisions or commitments they have already made. In one simple experiment, experimenters found that bettors at a horse track believed bets were more likely to succeed immediately after being placed. According to the hypothesis, the possibility of being wrong is dissonance-arousing, so people will change their perceptions to make their decisions seem better.

Post-decisional dissonance may be increased by the importance of the issue, the length of time the subject takes to make or avoid the decision, and the extent to which the decision could be reversed.

Further propositions by Festinger
Festinger proposed that cognitive dissonance is a "negative drive state", a similar psychological tension to hunger and thirst and that people will seek to resolve this tension.

Reduction of cognitive dissonance may be 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.

When confronted with two belief cognitions that contradict each other, Festinger suggests the dissonance can be resolved by finding and adding a third piece of information relevant to the two beliefs. For example, if Sam believes that elected officials are trustworthy, but also believes that elected officials have broken his trust, then the cognitive dissonance can be resolved by discovering that all elected officials lie. This enables Sam to (it is to be hoped) to still hold that elected officials are still largely trustworthy, but that they also all lie.