Motivational basis of dissonance: the singular role of behavioral consequences

This article provides the first empirical test of the idea that discrepancy is not needed in order to arouse cognitive dissonance. Dissonance was aroused when Ss felt responsible for some aversive consequence, regardless of whether their behavior was consistent (writing a proattitudinal essay) or inconsistent (a counterattitudinal essay) with beliefs. The data demonstrate that in both situations, dissonance is aroused. This result, based on the dissonance motivation model of Cooper and Fazio (1984), strongly suggests that the motivational basis for dissonance is the felt responsibility for aversive consequences. The theoretical implications of this outlook are explored, including a discussion of the many ways that it expands the applicability of dissonance theory.     

Cognitive dissonance and the perception of natural environments

Two studies demonstrated that the motivation to resolve cognitive dissonance affects the visual perception of physical environments. In Study 1, subjects crossed a campus quadrangle wearing a costume reminiscent of Carmen Miranda. In Study 2, subjects pushed themselves up a hill while kneeling on a skateboard. Subjects performed either task under a high-choice, low-choice, or control condition. Subjects in the high-choice conditions, presumably to resolve dissonance, perceived the environment to be less aversive than did subjects in the low-choice and control conditions, seeing a shorter distance to travel (Study 1) and a shallower slope to climb (Study 2). These studies suggest that the impact of motivational states extends from social judgment down into perceptual processes.     

Cognitive dissonance as a mechanism in vocational decision processes

This study examined changes in cognitive-dissonance-related variables during the professional training period. Differences in levels and change in satisfaction with career choice, importance of career, certainty of career decision, self-occupational perceptions, general attitude toward career, time since career decision, and past experience were observed when students who left a collegiate professional training program before program completion were compared with those who remained in the program. Data supports the validity of D. Hershenson and R. Roth's (1966, Journal of Counseling Psychology, 13, 368–370) and V. Harren's (1979, Journal of Vocational Behavior, 14, 119–133) theoretical models of vocational decision and the Assessment of Career Decision Making scale.     

Cognitive dissonance and psychotherapy: The role of effort justification in inducing weight loss

The role of effort justification in psychotherapy was examined. It was hypothesized that the effort involved in therapy, plus the conscious decision to undergo that effort, leads to positive therapeutic changes through the reduction of cognitive dissonance. An experiment was conducted in which overweight subjects attempted to lose weight through one of two forms of “effort therapy”. These therapies were bogus in that they were based solely on the expenditure of effort on a series of cognitive tasks that were unrelated to any existing techniques or theory addressing weight loss. One of the therapies called for a high degree of effort while the degree of effort in the second therapy was low. A no-treatment control group was also included. It was predicted that greater weight loss would occur for high-effort than low-effort or control subjects, and that this weight loss would be maintained or increased over time. Results supported these predictions. Over an initial 3-week period, high-effort subjects lost slightly more weight than low-effort subjects or controls. A 6-month follow-up revealed that the effects of effort on weight loss had increased and were highly significant. Reliable differences remained even 1 year after the initial experimental sessions. Possible mechanisms mediating the dissonance effect were discussed, as were several alternative explanations.     

Cognitive tuning sets: Anticipating the consequences of communication

This paper reviews the literature on cognitive tuning sets: the expectations of having to transmit or receive information. It is shown that having to transmit information leads to a unified and distorted summary being transmitted, a reluctance to receive additional information, a rejection of inconsistent information, and a shaping of the material to accommodate the anticipated audience. As well, the opinions of the transmitters become polarized. It is argued that the receiver condition is probably not the correct control group to use since the outcome depends on the uncontrolled perceived goals. It is suggested that future research should probably treat the multiple effects of cognitive tuning sets separately. An integrated explanation is given in terms of anticipating the consequences of communication. This work was supported by a grant from the Australian Research Grants Scheme.     

Cognitive consequences of self-awareness

Recent research stimulated by Duval and Wicklund's self-awareness theory has shown that self-focused attention influences a wide range of attitudes, attributions, and behavior. The cognitive processes that supposedly mediate these effects have not been carefully explored, however. In order to discover whether a manipulation of self-awareness actually activates self-relevant thoughts, two studies were conducted using the Stroop color-word measure of concept activation in memory. The first revealed a pattern of differences between means that was consistent with the hypothesis, although the expected interaction of word content and presence of mirror and camera to produce longer color-naming latencies did not appear. Also, self-relevant words were read faster than neutral words, even though they had been matched for length, frequency, and part of speech. In the second study (a refinement of the first), the expected interaction was significant. The results support one of the central claims of self-awareness theory and suggest an alternative interpretation of classic findings concerning anxiety and memory.     

Cognitive dissonance,double forced compliance,and commitment

Double forced compliance situations are studied to analyse how attitudes change after the performance of two behaviours, rather than just one as in standard forced (or induced) compliance situations. In the present experiment, subjects were asked to execute two successive counterattitudinal behaviours: writing an essay in favour of selective admission to the third year of university (first behaviour) and giving a convincing speech in favour of selective admission (second behaviour). The first behaviour was always performed in a high‐commitment context (free choice, publicness, and consequences), whereas the second was performed in a high‐commitment context as well as in a low‐commitment context (free choice, anonymity, and no consequences). The following hypotheses were tested. (1) If the second behaviour is performed in a high‐commitment context, it will increase the dissonance induced by the first. (2) If the second behaviour is performed in a low‐commitment context, it will decrease the dissonance induced by the first. The results confirmed both hypotheses, which comply with the radical version of dissonance theory (Beauvois & Joule, 1996 , 1999 ). As a whole, these results are incompatible with competing theories of Festinger's theory of dissonance (1957), and in particular with self‐perception and impression‐management theories. Copyright © 2003 John Wiley & Sons, Ltd.     

Cognitive tuning sets: Anticipating the consequences of communication

This paper reviews the literature on cognitive tuning sets: the expectations of having to transmit or receive information. It is shown that having to transmit information leads to a unified and distorted summary being transmitted, a reluctance to receive additional information, a rejection of inconsistent information, and a shaping of the material to accommodate the anticipated audience. As well, the opinions of the transmitters become polarized. It is argued that the receiver condition is probably not the correct control group to use since the outcome depends on the uncontrolled perceived goals. It is suggested that future research should probably treat the multiple effects of cognitive tuning sets separately. An integrated explanation is given in terms of anticipating the consequences of communication. This work was supported by a grant from the Australian Research Grants Scheme.     

Multitasking in the military: Cognitive consequences and potential solutions

Multitasking—the performance of several tasks at the same time—is becoming increasingly prevalent in workplaces. Multitasking is known to disrupt performance, particularly in complex and dynamic situations, which is exactly what most military occupations entail. Because military errors can be consequential, the detrimental impact of multitasking on cognitive functioning in such contexts should be taken seriously. This review pertains to high‐consequence military occupations that require strong multitasking skills. More specifically, it highlights cognitive challenges arising from different forms of multitasking and discusses their underlying cognitive processes. Because such challenges are not expected to diminish, this review proposes context‐relevant solutions to decrease occupational workload, either by reducing the cognitive load ensuing from the to‐be‐performed tasks or by improving soldiers' multitasking abilities. To ensure effective implementation of these solutions, we stress the need to design context‐adapted tools and procedures, and to guide human resource managers in developing particular strategies.     

Cognitive dissonance as a function of self-esteem and logical inconsistency

An experiment was conducted to test the importance of self-esteem in the arousal of cognitive dissonance. Recently, Aronson (1969) suggested that the reason an attitude-discrepant speech can arouse dissonance is that it is an indecent act committed by an individual who likes to think of himself as a good and decent person. Looking at counterattitudinal behavior as a discrepancy with one's self-concept rather than as a logical discrepancy between behavioral and attitudinal cognitions differs from Festinger and Carlsnuth's (1959) original notion In the experiment reported, subjects volunteered to take a personality inventory and received either neutral, very favorable, or very unfavorable feedback In this way, subjects' level of self-esteem was raised or lowered Following this procedure, subjects were induced to record a speech that was known to be discrepant with their private beliefs. They were offered either a small or a large inducement for their statements. It was predicted that, regardless of their level of self-esteem, subjects would manifest the inverse relationship between incentive magnitude and attitude change predicted by dissonance theory The major analysis of the results, and the concomitant internal analysis, generally supported the prediction With one qualification, the results were held to be consistent with Festinger and Carlsmith's version of dissonance arousal and inconsistent with the self-esteem analysis     

Cognitive dissonance and the placebo response: The effect of differential justification for undergoing dummy injections

Studied the effects of cognitive dissonance on pain perception and attitudes towards injections in 48 student subjects of both sexes (average age = 20.5). In a ‘forced compliance’ design, subjects received sets of painful radiant heat stimuli, projected to their inside forearms, which they rated for painfulness and to which their GSR amplitude was recorded. During these stimuli, they ‘chose’ to receive an experimental (placebo) injection. The degree of justification for agreeing to be injected was varied. Subjects in the high-justification (HJ) condition were paid for their compliance, while subjects in the low-justification (LJ) condition were not paid. Two predictions were made from dissonance theory. The first prediction, that only LJ subjects would manifest significant post-injection analgesia when compared to subjects in a no-choice control condition, was confirmed, considering both pain ratings (p < 0.01) and GSR (p < 0.025). The second prediction, that only LJ subjects would rate injections more favourably than control subjects on a post-experimental measure, was not confirmed. The relevance of these findings to explanation of the placebo effect is discussed.     

Consequences of discrepant explicit and implicit attitudes: Cognitive dissonance and increased information processing

Attitudes research has shown that evaluations assessed directly (explicit attitudes) and indirectly (implicit attitudes) can diverge for many reasons. However, only recently has work begun to examine the phenomenology of experiencing discrepant explicit and implicit attitudes, and a number of important questions remain unanswered. What are the consequences of explicit-implicit attitude discrepancies on information processing? What psychological states accompany these discrepancies, and can they account for behavior? In two experiments, the current work examined whether dissonance-related discomfort results from discrepant explicit and implicit attitudes and considered its role in directing subsequent information processing. Dissonance and additional information processing were observed in experimental conditions where explicit and implicit attitudes diverged (and increased dissonance-related discomfort accounted for greater information processing; Experiment 1), but they were eliminated by a manipulation that reduced dissonance (i.e., self-affirmation; Experiment 2). The role of cognitive dissonance in explicit-implicit attitude inconsistencies and information processing is discussed.     

Cognitive consequences of congenital deafness

Comparing congenitally deaf children with hearing children on a variety of information processing tasks provides a natural test of the developmental consequences accompanying the long term loss of a particular sensory input. In this experiment, two sequential and two spatial tasks were used to evaluate the way deaf and hearing individuals process these different types of information. When deaf students were asked to recall the order of a string of lights, they performed as well as hearing students. Deaf students were at a significant disadvantage, however, when processing sequentially presented digits. Deaf students performed as well as hearing students on two complex, standardized spatial tasks. The loss of a major sensory modality had minimal effect on three of the four tasks investigated in the present study. Explanations for the single task with a performance differential are considered.     

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.