Dealing with dissonance: A review of cognitive dissonance reduction

This article provides an overview of research about cognitive dissonance reduction. Over the past 60 years, researchers have produced significant theoretical and empirical contributions from cognitive dissonance theory. One of the challenges that remains for dissonance theory going forward is a deeper examination of the process of dissonance reduction. I describe the various reduction strategies that have been investigated followed by models that have been proposed to understand an individual's use of dissonance reduction strategies. I then highlight a series of factors that can help us move research about dissonance reduction forward. These factors can be broadly subsumed under characteristics of the reduction mode and characteristics of the dissonance arousal. I conclude by suggesting that examination of these factors in studies that present multiple reduction modes to participants will provide a better understanding of the process of dissonance reduction.     

Physiological and cognitive effects of expressive dissonance

Emotional well-being depends in part on affect modulation. The present study extends research on emotion regulation by assessing the physiological and cognitive effects of a novel response-focused regulation strategy, termed 'expressive dissonance.' Expressive dissonance refers to the incongruence between an emotional state (e.g., sadness) and a behavioral expression (e.g., a smile). Fifty-five participants watched a series of sad film clips in which they were asked to either naturally watch or express the opposite of what they were feeling. Results suggest that persons using the expressive dissonant strategies evidenced greater sympathetic arousal and performed worse on subsequent memory tasks than persons in the natural-watch conditions.     

Selective exposure to information and cognitive dissonance

Despite numerous attempts, the selective exposure prediction of Festinger's (A theory of cognitive dissonance. Evanston, Ill.: Row, Peterson, 1957) theory of cognitive dissonance has not been consistently demonstrated. In previous studies, this failure can be attributed to design deficiencies, and other related problems. The present study manipulated dissonance by having subjects write a counterattitudinal essay under conditions of high or low choice. Information in the form of pamphlets and discussion groups was offered to the subjects such that they could choose information that was consonant and dissonant with the decision to write the essay. The information was offered either before or after an attitude measure on the essay topic, as the attitude measure could also be a source of dissonance reduction. The results indicate that the high choice manipulation yielded greater attitude change than the low-choice manipulation. High-choice subjects desired consonant information more and dissonant information less than did low-choice subjects. This effect was found for both measures of information desire (pamphlets and discussion groups). Low-choice subjects who received the attitude questionnaire before the information measures wanted information more than if offered the information before the attitude questionnaire, implying a sensitizing effect produced by the attitude questionnaire for the low-choice subjects. The various effects are discussed as providing support for predictions from Festinger's dissonance theory.     

The similarities between cognitive dissonance and guilt: Confession as a relief of dissonance

It is proposed that dissonance is similar to the feeling of guilt. If they are in fact analogous, and confession relieves guilt, then one implication is that confession would relieve dissonance. This experiment tested this prediction using a standard induced compliance paradigm. Forty-five undergraduate subjects were assigned to either a no-choice condition, a choice-confession condition, or a choice-no-confession condition. The results indicate that confession does relieve dissonance. Further, as predicted, a negative correlation was found between attitudinal shift and guilt. The implications of the findings concerning the mechanisms of confession are discussed.     

The similarities between cognitive dissonance and guilt: Confession as a relief of dissonance

It is proposed that dissonance is similar to the feeling of guilt. If they are in fact analogous, and confession relieves guilt, then one implication is that confession would relieve dissonance. This experiment tested this prediction using a standard induced compliance paradigm. Forty-five undergraduate subjects were assigned to either a no-choice condition, a choice-confession condition, or a choice-no-confession condition. The results indicate that confession does relieve dissonance. Further, as predicted, a negative correlation was found between attitudinal shift and guilt. The implications of the findings concerning the mechanisms of confession are discussed.     

The application of cognitive dissonance theory to consultation

Despite the importance of the consultation role for the school psychologist, the current literature on consultation has little to offer the practitioner in terms of empirically-based consultation strategies. This paper views consultation as, at least in part, a persuasive process. Cognitive dissonance theory is an extensively researched social psychological theory that predicts when a particular persuasive attempt will be successful and which has implications for consultation.

This article summarizes those aspects of dissonance theory that are most relevant to consultation, reviews the corresponding experimental support, and suggests practical applications of dissonance research and theory to consultation. Because these applications are extrapolations from research outside of consultation, they are viewed as hypotheses.     

The relationship between cognitive dissonance and helping behavior

An experiment was conducted to study the relationship between cognitive dissonance and helping behavior. A counterattitudinal procedure was employed to arouse dissonance. For half of the participants, an experimental confederate entered the room and elicited an opportunity for them to offer help. In this situation, fewer subjects in the dissonance condition offered help than subjects in the no‐dissonance condition. The least helping occurred among dissonance subjects with the highest level of commitment to the counterattitudinal task. Those with a medium level of commitment offered significantly more help. Despite the fact that results in line with Festinger's cognitive dissonance theory (subjects' attitudinal change) were obtained in the no‐helping situation, in helping situations, dissonance subjects who offered help presented significantly less attitude change than those who did not offer it. This was considered to be a result of helpfulness reducing dissonance arousal.     

Reduction of cognitive dissonance as a function of magnitude of dissonance,differentiation, and self-esteem

The purpose of the present experiment was to test several hypotheses concerning the interrelationship of dissonance reduction mechanisms in a situation where response possibilities are relatively unconstrained. Engaged female students were invited to take part in a bogus ?Marriage Expectancy Test' that was supposed to allow predictions of marriage success. One week later, they received fictitious results differing negatively from their initial expectations of marriage success. The reactions measured were ?conformity with the result' and ?derogation of source' (confrontation mechanisms), and ?devaluation of importance of the issue' and ?under-recall' (avoidance mechanisms). As predicted, avoidance responses increased steeply with discrepancy, while little increase was found for confrontation mechanisms. Psychological differentiation had no significant effect on dissonance reduction, whereas high vs. low self-esteem influenced ?derogation of source' and ?devaluation of importance of the issue'.     

Multimodal travel behaviour,attitudes, and cognitive dissonance

Multimodal travel behaviour, also termed multimodality, refers to as the phenomenon of an individual using more than one mode of transport in a given period. Studies indicate that encouraging multimodality may provide a solution to induce modal shifts towards sustainable transport. In this research, we investigate the distribution of mode-specific attitudes and attitude-mode use incompatibilities across clusters and levels of multimodality using the Netherlands Mobility Panel. We find that the most positive attitude does not necessarily correspond to the mode with the highest level of use. Attitudes towards car use are most positive, independent of the cluster membership and levels of multimodality. We also find that multimodal public transport users (compared with car-dominant users) and those with a higher level of multimodality are more likely to be attitudinally incompatible with frequently-used modes and the composition of their existing mode sets of travelling. This suggests that multimodal individuals may tend to experience cognitive dissonance with their mode use. Our findings also help uncover the psychological mechanism underlying a recent important finding that multimodal individuals are inclined to change their mode use patterns over time.