Cognitive dissonance refers to the feelings of discomfort that arise when a person’s behavior or attitude is in conflict with the person’s values and beliefs, or when new information that is contrary to their beliefs is presented to them. People like consistency. They want the assurance that their values and beliefs have always been right. They always want to act in ways that are in line with their beliefs. When their beliefs are challenged, or when their behavior is not aligned with their beliefs, this creates a disagreement (dissonance).
Since the dissonance is an uncomfortable feeling, the person must either change their behavior, their attitude or their belief in order to reduce the dissonance and restore balance. The uncomfortable feeling caused by cognitive dissonance might manifest itself as stress, anxiety, regret, shame, embarrassment, or feelings of negative self-worth.
Every person has an inner need to keep their beliefs and behaviors consistent.
Any inconsistency caused by conflicting beliefs and behaviors causes a tension or disharmony. Just like hunger leads to an activity meant to reduce this hunger, the tension caused by cognitive dissonance will lead to an activity meant to reduce this tension.
Since the avoidance of cognitive dissonance is an innate desire, cognitive dissonance has a very powerful influence on our actions and behaviors. It affects our evaluations, judgments and decisions. It also explains many common but irrational human tendencies, such as justification, rationalization and our constantly shifting beliefs and attitudes.
The degree of cognitive dissonance experienced by a person varies depending on the particular situation that caused the dissonance and the circumstances surrounding the situation.
Personal cognitions, such as beliefs about self and personal values result in a higher degree of cognitive dissonance. People don’t like looking dumb, dishonest or unethical, therefore they will be very uncomfortable about any dissonance that threatens their self-image.
Ignoring the facts: Another sure sign of cognitive dissonance is ignoring the facts and making decisions that are wrong from a rational point of view.
Reduce The Significance Of The Conflicting Belief
This is the most common method of reducing cognitive dissonance. With this method, the person changes how they perceive the conflicting belief or behavior. In other words, they find a way of rationalizing the conflicting cognition.
Cognitive dissonance