To resolve this dissonance, the student may justify the behavior by minimizing the health risks (“One cigarette won’t hurt”) or adjust the behavior by quitting smoking. This example demonstrates how attitudes and behaviors may conflict and how individuals use rationalization to reduce dissonance, a key concept in behavior change and health promotion. The literature that is based on cognitive dissonance theory has broadly covered four phases of the process, namely, cognitive discrepancy, dissonance, motivation and discrepancy reduction (Hinojosa et al., 2017). The cognitive discrepancy phase considered a conflict between two or more cognitive elements. The motivation phase focused on the motivational nature of dissonance to reduce the psychological discomfort.
Reducing the Importance of the Conflicting Belief
If they perceive a product as too expensive, but they still buy it, they may feel dissonance between the price paid and the product’s perceived value. 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. To resolve cognitive dissonance, a person can aim to ensure that their actions are consistent with their values or vice versa.
implications of cognitive dissonance in a business context
- Cognitive dissonance is an integral part of the human experience, influencing our actions, decisions, and even our relationships.
- Psychologist Leon Festinger first described the theory of cognitive dissonance in 1957.
- Businesses should proactively address this dissonance by providing exceptional post-purchase support, such as clear return policies or responsive customer service, to mitigate potential buyer’s remorse.
- This convergence of values can sway consumers towards a purchase, as the reinforced beliefs counterbalance the dissonance.
Cognitive dissonance occurs when information challenges your beliefs, and you choose to ignore it or even consider it. As studies on dissonance reduction have grown, specific reduction strategies have been explored. A review has summarised and classified those strategies into seven categories (McGrath, 2017).
- In order to hit it, you take some shortcuts you wouldn’t normally take.
- Your brain then tries to rationalize the option you chose so you can feel like you made a good decision.
- Bigger groups have publication departments that churn out newsletters, magazines, journals, CDs, DVDs, podcasts, blogs, apps, and other media.
- Because the dissonance is aversive, the individuals try to reduce it by changing one or the other beliefs.
- The effects may relate to the discomfort of the dissonance itself or the defense mechanisms a person adopts to deal with it.
How to Resolve Cognitive Dissonance
Only scant research has investigated multiple dissonance reduction strategies simultaneously (McGrath, 2017). Therefore, changes are more likely to happen in an element that is less resistant or less important (Cooper, 2007). However, an attempt to reduce a dissonance is not always successful. An individual cognitive dissonance and addiction may fail to restore a consonance, if there is a lack of social support and new harmonious elements, or the existing problematic element is too satisfying (Harmon-Jones & Harmon-Jones, 2007). The theory of cognitive dissonance proposes that people are averse to inconsistencies within their own minds.
- However, if you were paid only a couple of dollars, you might have more trouble justifying your lie, and feel less comfortable about doing so.
- Engaging with music and especially joining in group singing helps to generate euphoria, which diminishes perception and critical thinking.
- Cognitive dissonance theory aims to explain the relationships between the motivation, perceptions and cognitions of an individual.
- For example, in an analog research design, Heppner and Dixon (1978) exposed participants to an expert or an inexpert counselor who attempted to change their opinions about their problem-solving abilities.
- Cognitive dissonance is a psychological phenomenon that occurs when a person holds two contradictory beliefs at the same time.
Rationalization means justifying oneself and trying to make sure that there is no internal conflict. Viktoriya Sus is an academic writer specializing mainly in economics and business from Ukraine. She holds a Master’s degree in International Business from Lviv National University and has more than 6 years of experience writing for different clients.
