Cognitive Dissonance

A simple theory• Cognitions are simply bits of knowledge. They

can pertain to any variety of thoughts, values, facts, or emotions.

• For instance, the fact that I like ice cream is a cognition.

• So is the fact that I am a woman.

• People have countless cognitions in their heads.

• Most cognitions have nothing to do with each other.

• For instance, the two cognitions mentioned before (that I am a woman and that I like ice cream) are unrelated.

• Some cognitions, however, are related.

• For instance, perhaps I have a sweet tooth, and I like ice cream. These cognitions are "consonant," meaning that they are related and that one follows from the other.

Dissonance• What if I wanted to lose weight?

• These two thoughts are problematic -- if I eat ice cream, then I may gain weight, and if I really want to lose weight then I cannot eat ice cream.

• These types of cognitions are referred to as "dissonant."

So what is cognitive dissonance?

• The basic idea behind cognitive dissonance theory is that people do not like to have conflicting thoughts.

• As a result, when someone does experience two or more dissonant cognitions (or conflicting thoughts), they will attempt to do away with the dissonance.

How do we eliminate cognitive dissonance?

#1. Change our behavior

Ex: I can stop eating ice cream or stop trying to lose weight

#2. Justify the behavior by changing the conflicting

cognition

• Deciding ice cream is extremely good (I can't do without it, it’s worth it)

or

• That losing weight isn't that important (I look good anyway)

#3. Justify the behavior by adding or creating new

cognitions • By creating or emphasizing new cognitions, I can

overwhelm the fact that I know ice cream is bad for my weight loss.

• For instance, I can emphasize new cognitions such as "I exercise five times a week" or "I need calcium and dairy products" or "I had a small dinner," etc.

Other ways we deal with CD

**#4. Ignore it, refuse to accept it, or simply avoid that type of information in

general

• I can refuse to read studies on ice cream, health magazines, etc.

* #5 Minimize the importance of the conflict

• I am such a busy person. I do not have the time to worry about my health and weight loss.

*#6 Reduced your perceived choice

• I can not worry about losing weight because there are no healthy choices in the cafeteria.

• There is hardly any healthy foods in my local grocery store

C.D. in Conflicts

• Cognitive dissonance can either perpetuate or reduce conflicts.

Perpetuating conflicts

• We tend to become close-minded on issues that are very controversial and/or important to us.

• Ex: Abortion- you feel very strongly one way or the other and thus refuse to reflect on your opinions and/or the opinions of others

Reducing conflicts

• Ex: Seeing the other side of the abortion debate. You don’t have to necessarily agree with the other side, but you can see your opponent as intelligent and worthy of having their side heard.