The theory behind this approach is that in order to resolve the dissonance, a person’s implicit beliefs about their body and thinness will change, reducing their desire to limit their food intake. For example, a small 2019 study notes that dissonance-based interventions may be helpful for people with eating disorders. This approach works by encouraging people to say things or role-play behaviors that contradict their beliefs about food and body image. However, Festinger believed that all people are motivated to avoid or resolve cognitive dissonance due to the discomfort it causes.

Mitigating cognitive dissonance can be achieved by diminishing the significance of the conflicting belief in the decision-making process. By reducing its weight, the discomfort stemming from the dissonance is lessened. For example, a product addressing a specific need might also align with environmental concerns and feature a special discount. This convergence of values can sway consumers towards a purchase, as the reinforced beliefs counterbalance the dissonance. When you understand how cognitive dissonance impacts your target audience, you can begin to explore ways to resolve those feelings of discomfort. In this article, we delve deep into the theory of cognitive dissonance, revealing how it relates to decision-making, dealing with discomfort, and empowering businesses to craft compelling strategies.

Social behavior

Festinger and Carlsmith (1959) investigated if making people perform a dull task would create cognitive dissonance through forced compliance behavior. In an intriguing experiment, Festinger and Carlsmith (1959) asked participants to perform a series of dull tasks (such as turning pegs in a peg board for an hour). As you can imagine, participant’s attitudes toward this task were highly negative.

Leon Festinger first presented the cognitive dissonance theory in 1957 to illustrate the relationship between perceptions, motivations, and cognitions. His theory helped to clarify the conditions that contribute to how people change their attitudes https://ecosoberhouse.com/article/how-long-does-a-hangover-last-how-to-ease-a-hangover-tips/ and beliefs. Cognitive dissonance theory was initially proposed to understand how people cope with conflicting beliefs and behaviors. While it can cause discomfort, it is also an opportunity for personal growth and transformation.

Cognitive Dissonance Theory: Definition and Examples

He adjusts his diet, thereby taking a step towards his value – health. Ultimately, cognitive dissonance is a regular and natural occurrence in our lives. Still, it is essential to remember that the conflict can be resolved with awareness cognitive dissonance and addiction and understanding. In his study of rumor belief, Festinger (1957) concluded that people always strive for an internal balance between personal motives that determine their behavior and information received from outside.

• Thus the dissonance can actually be a source of motivation to study.
• Cognitive dissonance creates an underlying psychological tension that motivates a person to make a behavioral or value-based change to avoid the tension.
• After that the students learn to look at new facts and information objectively in order to reduce the psychological stress caused by the conflict between their beliefs and reality.
• When you understand how cognitive dissonance impacts your target audience, you can begin to explore ways to resolve those feelings of discomfort.
• In other words, the human brain is always filtering conflicting matters to support certain beliefs.