Description
First developed by social
psychologist Leon Festinger , Cognitive Dissonance Theory is based on the
idea that the choices and decisions we make, can at times, contradict one's own
beliefs or value system. When these contraindications occur, it creates
internal conflict within ourselves. This conflict in turn, will make the
subject misguided or uncomfortable with the struggle. When this unsettling takes place, we strive to find balance. To find this
balance, we either make different choices or decide to change the way we
view the choices we have made. (Hall, 1998).
The three ways that dissonance can be resolved are:
1. Change Belief
2. Change Actions
3. Change Perception
Relationship to Learning Theory
Cognitive Dissonance Theory has its
roots planted, as the name suggests, in the Cognitive subset of learning
theories. From the world of psychology, it falls under communication theory. In
the study of learning theory, cognitive theory can be defined as "a
theory that defines learning as a behavioral change based on
the acquisition of information about the environment." (Elsevier,
2009). That definition is applied to Cognitive Dissonance Theory in this
way. The "acquisition of information" is defined the
by choices we make. The "environment" aspect of the
definition, is the perspective of your value system or belief.
Examples
One of the most fascinating
things about Cognitive Dissonance Theory is how it applies to so much
of our everyday lives.
This type of human behavior most likely dates back to the dawn of man. This type of behavior has had great influence on our cultural evolution. The classic example of CDT can be found in
Aesop's Fable "The Fox and the Grapes". It goes as follows: "One
hot summer’s day a Fox was strolling through an orchard till he came to a bunch
of Grapes just ripening on a vine which had been trained over a lofty branch.
“Just the things to quench my thirst,” quoth he. Drawing back a few paces, he
took a run and a jump, and just missed the bunch. Turning round again with a
One, Two, Three, he jumped up, but with no greater success. Again and again he
tried after the tempting morsel, but at last had to give it up, and walked away
with his nose in the air, saying: “I am sure they are sour.”(Aesop, 6th Century
BC). In this classic fable, Aesop is making the everlasting point that-
"It is easy to despise what you cannot get."(The Harvard
Classics. 1909–14). There are countless other examples of CDT. I have posted a link in "additional info" that gives such examples. Another really interesting link I have posted, is a study done by Cornell University about "hazing". One of the common theoretical explanations for hazing is CDT.
Additional Information:
Hazing study by Cornell University
Cognitive Dissonance Theory in Marketing
References:
-Hall, Richard.
(1998). Print. Psychology World. Web. 12 May 2016.
https://web.mst.edu/~psyworld/cognitive_dissonance.htm
-cognitive learning. (n.d.) Mosby's
Medical Dictionary, 8th edition. (2009). Retrieved May 13 2016 from
http://medical-dictionary.thefreedictionary.com/cognitive+learning
- Æsop. Fables, retold
by Joseph Jacobs. Vol. XVII, Part 1. The Harvard Classics. New York: P.F.
Collier & Son, 1909–14; Bartleby.com, 2001. Retrieved May 13 2016 from
www.bartleby.com/17/1/
.
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