Thoughts Out of TuneFestinger, L. & Carlsmith, J.M. (1959)

Leon Festinger A research psychologist Highly influential in his field Proposed famous theory of cognitive

dissonance

What is Cognitive Dissonance? When you simultaneously hold two or

more cognitions which are psychologically inconsistent

This in turn creates discomfort and stress which motivates you to change your attitude since behavior cannot be changed

This Opinion Shift is Due to: Mentally rehearsing the speech The process of trying to think of

arguments in favor of the forced position

Rewards Additional studies were conducted that

offered momentary awards to subjects for giving convincing speeches contrary to their own views

It was found that larger the rewards produced less attitude change than smaller rewards

Festinger’s Growing Theory After India’s 1934 earthquake, rumors

spread that areas outside danger zone would be hit with additional and greater proportions (these rumors had no scientific foundation).

The rumors were not anxiety-increasing, but anxiety-justifying.

The Result: The cognition of fear was out of tune

with lack of any scientific basis for their fear (cognitive dissonance!)

They made their world fit with what they were feeling and how they were behaving.

Task 71 male, lower division, psychology

students participated thinking it was for measures of performance (done for bias responses)

Task is scheduled for 2 hours Interview afterwards about their

experiences

Method 1st Task: They were given 12 spools in a

tray. Empty it onto the table. Refill. Empty again with one hand at for own pace for 30 minutes.

2nd Task: They were given a board with 48 squares. They were asked to turn each peg a quarter of a turn clockwise and repeat for 30 minutes

Experiment Subjects were randomly assigned to 3

conditions Control group(20 people): After tasks

were completed, were taken into another room to be interviewed]

Other 2 groups were paid to lie about the tasks

Experiment Continued... The subjects that offered to join in the

experiment were to describe the experiment as “enjoyable, a lot of fun, intriguing...”

Some subjects were paid $1 while others were paid $20 and called into the room to wait for the incoming subject

Results Those subjects who were paid $1 for

lying about the tasks were the ones who later reported liking the tasks more, compared with both paid $20 to lie and those who did not lie.

Average Ratings on Interview Questions

QuestionQuestion Control groupControl group $1$1

groupgroup$20$20

groupgroup

1. How 1. How enjoyable tasks enjoyable tasks were (-5 to +5)were (-5 to +5)

-0.45-0.45 +1.35+1.35 -0.05-0.05

2. How much 2. How much learned (0 to learned (0 to 10)10)

3.083.08 2.802.80 3.153.15

3. Scientific 3. Scientific importance (0 importance (0 to 10)to 10)

5.605.60 6.456.45 5.185.18

4. Participate in 4. Participate in similar similar experiences (-5 experiences (-5 to +5)to +5)

-0.62-0.62 +1.20+1.20 -0.25-0.25

Festinger’s Explanation People that engage in attitude-

discrepant behavior (the lie), but have strong justification for doing so ($20), will experience only small dissonance , and therefore, not feel partially motivated to make change in their opinion

Insufficient justification ($1)> greater dissonance

Theory of Cognitive Dissonance

Attitude-discrepant behavior

Sufficient justification for behavior

Dissonance small

Attitude change small

Attitude-discrepant behavior

Insufficient justification for behavior

Dissonance large

Attitude change large

Questions and Criticisms No strong opponents Researchers such as Cooper and Fazio

and refined Festinger’s Theory of Cognitive Dissonance

Cooper and Fazios’ Four Steps for Cognitive Dissonance 1. Attitude-

discrepant behavior must produce unwanted negative consequences.

2. Personal responsibility must be taken for the negative consequences

3. Physiological arousal must be present

4. The person must be aware that the arousal experienced is being caused by the attitude-discrepant behavior

Applications Anti-smoking

messages failure explanation

Vicarious dissonance