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Cognitive dissonance

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Cognitive dissonance is a mental phenomenon occurring when a person holds conflicting cognitions. Cognitions include a person's actions, feelings, ideas, beliefs, values, and even environmental factors. This theory suggests that humans strive for internal psychological consistency to function effectively. When these mental elements clash, it creates psychological discomfort or stress. This dissonance often happens subconsciously without an outward sign. However, the resulting discomfort motivates the individual to change their thoughts or behaviors. The goal is to reduce the perceived inconsistency and restore a sense of mental harmony.

Honoré Daumier 018
Honoré Daumier 018

To understand how this works, we can look at the relationship between mental attitudes and personal actions. There are three distinct types of relationships a person can have with reality. A consonant relationship occurs when a cognition and an action are consistent. For example, a person who does not want to get drunk might order water instead of wine. An irrelevant relationship happens when the two elements have no connection, such as wearing a blue shirt while trying to avoid alcohol. A dissonant relationship occurs when the elements are inconsistent, such as wanting to avoid intoxication but drinking excessive amounts of wine.

The Fox and the Grapes
The Fox and the Grapes

The magnitude of dissonance refers to the specific level of discomfort a person feels. Two main factors determine how intense this psychological stress becomes. First is the importance of the cognitions involved. If the clashing ideas hold high personal value, the magnitude of dissonance increases significantly. It becomes difficult for the person to decide which thought or action takes priority. Second is the ratio of cognitions. This is the proportion of dissonant elements compared to consonant ones. While humans can tolerate some discomfort, an abundance of dissonant factors requires the person to regulate their thoughts to return to an acceptable level.

People use four primary methods to reduce the magnitude of cognitive dissonance. The first method is to change the behavior or the cognition itself. A person might decide to stop eating a doughnut to match a health goal. The second method is to justify the behavior by changing a conflicting cognition. For instance, someone might tell themselves they are allowed to cheat on a diet occasionally. The third method involves justifying the behavior by adding new cognitions. A person might decide to exercise more later to offset the doughnut they just ate. Finally, people may ignore or deny information that conflicts with their existing beliefs.

Clark Stanley's Snake Oil Liniment
Clark Stanley's Snake Oil Liniment

Leon Festinger was the American social psychologist who originated this influential theory. Born in 1919 in New York City, Festinger studied at the City College of New York. He later earned a PhD in Child Psychology from the University of Iowa. He was heavily inspired by Kurt Lewin, who is often called the father of modern social psychology. Festinger worked with Lewin at the Research Center for Group Dynamics at the Massachusetts Institute of Technology. He published his major findings in "When Prophecy Fails" in 1956 and "A Theory of Cognitive Dissonance" in 1957.

MRI anterior cingulate
MRI anterior cingulate

Festinger's contributions to the field were immense and highly respected. The American Psychological Association cited him as the fifth most eminent psychologist of the 20th century. He followed only B.F. Skinner, Jean Piaget, Sigmund Freud, and Albert Bandura. His work helped scientists understand personal biases and how people reframe situations to maintain a positive self-image. He also observed that people prefer consistent habits and routines to maintain order. Any disturbance to these patterns can lead to mental unease and altered thought processes.

The Fox and the Grapes
The Fox and the Grapes

One way people manage dissonance is through a process called selective exposure. This occurs when individuals choose media that aligns with their current beliefs or moods. By selecting attitude-consistent information, they avoid the discomfort of challenging messages. A 1992 study in an elderly home showed that lonely residents preferred watching documentaries about other lonely people. Watching successful, happy people caused them to experience cognitive dissonance. Similarly, a 2015 study found that people trusted news most when it matched their existing political views. This behavior helps maintain a sense of psychological consistency in a complex world.

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File:Clark Stanley's Snake Oil Liniment.png
Clark Stanley's Snake Oil Liniment.png
File:The Fox and the Grapes.jpg
The Fox and the Grapes.jpg
File:Honoré Daumier 018.jpg
Honoré Daumier 018.jpg
File:MRI anterior cingulate.png
MRI anterior cingulate.png
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