Theory Paper on Cognitive Dissonance Theory “Sometimes people hold a core belief that is very strong. When they are presented with evidence that works against that belief, the new evidence cannot be accepted. It would create a feeling that is extremely uncomfortable, called cognitive dissonance. And because it is so important to protect the core belief, they will rationalize, ignore and even deny anything that doesn’t fit in with the core belief.” – Frantz Fanon, Black Skin, White Masks (1) The aforementioned quote effectively illustrates a crucial and highly applicable theory in the field of Communication studies.
Leon Festinger developed a theory stating that individuals engage in actions or hold opinions that contradict their existing knowledge or beliefs. Dissonance can arise from various causes, including making a significant and challenging decision, being compelled to behave or express ideas against one’s beliefs, attitudes, and opinions, and being exposed to conflicting information. The intensity of dissonance is determined by the importance of the decision made, the alternatives that were relinquished, and their respective significance in the decision-making process.
The example being discussed here examines the influence of cognitive dissonance theory on consumer behavior. The study conducted by “Ehrlich et al” provided evidence to support this theory (2). The results indicated that individuals who considered a greater number of automobile options before making a purchase were more likely to encounter advertisements from the company whose product they eventually bought. However, the theory does not apply exclusively to chosen brands, as individuals also selectively considered advertisements from rejected or ignored brands. Consequently, advertisements from automobile makers that were not considered at all were also disregarded.
However, those who are rejected continue to be consumed through advertisements. This example focuses on post-decision dissonance, where consumers experience dissonance after purchasing a car, which is a significant one-time purchase for them.
Critics like LoSciuto and Perloff conducted an experiment that asked participants to rate nine phonograph records based on desirability. The study showed that dissonance would cause the buyer to view the chosen product more favorably than the rejected product. Additionally, individuals with similar preferences tend to stick together and choose information that minimizes dissonance.
For instance, people who use safety belts show more interest in safety belt-related communication compared to non-users. In sales and marketing, cognitive dissonance is widely used to challenge consumers’ existing beliefs and present their product or service as the ultimate solution. Altering consumer beliefs is key in achieving this goal.
Furthermore, companies in the advertising industry across various sectors utilize cognitive dissonance to differentiate their perceived image among consumers and motivate them to purchase their offerings. There are numerous examples falling into this category, including dissonance reduction.
When faced with dissonance, our instinctive reaction is finding ways to minimize it as we long for escape from a sound reminiscent of nails scratching on a blackboard.
There are different methods that can be employed in order to decrease dissonance, and one such method is selective exposure. To illustrate, imagine a situation where an individual who is overweight visits a doctor and receives news about their elevated triglyceride levels. Afterwards, this person commits to both the doctor and their family that they will improve their life by adopting healthy habits and participating in regular exercise for enhanced overall well-being. Nevertheless, despite this promise, they continue with unhealthy actions such as consuming fatty food, excessive alcohol intake, and smoking while neglecting physical activity.
When faced with conflicting thoughts and actions, he often avoids discussing these issues with his family or doctor. This is done to preserve the current state of affairs and minimize the discomfort caused by their advice. [pic] The idea of post decision dissonance reduction addresses the inclination to alleviate mental unease following a decision. For example, if I were to purchase land in an unfamiliar area far from my hometown.
Although I did not thoroughly investigate the cost to benefit analysis, return on investment, or legal matters related to the illegal land grabbing in that area, I found the offer to be profitable. Consequently, I am currently feeling conflicted. To ease this conflict, my plan is to seek advice from local residents or individuals knowledgeable about the business situation in that area, as well as experts in property. Through these consultations, my goal is to reassure myself that I made the right choice and ultimately reduce the discomfort caused by my purchase.
Critics claim that the theory of cognitive dissonance’s credibility and accuracy can be undermined by relying on a limited sample size for factual observations. To improve the theory’s effectiveness, it is suggested to conduct studies with larger populations.
In conclusion, the theory of cognitive dissonance explores the discomfort we experience when faced with conflicting ideas or information that challenge our beliefs. Consequently, we are motivated to alleviate this dissonance through taking action.
The theory has an impact on our daily lives in subtle and hidden ways. It has positive aspects that can be used for self-improvement and negative aspects that need addressing. Here are some references and sources:
- Frantz Fanon
- & (3) Authors Oshikawa, Sadaom, Journal of Marketing; Oct69, Vol. 33 Issue 4, p44-49, 6p, 1 Black and White Photograph – source
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- Authors: Craig, Tracey Bolls, Paul D. Source: Conference Papers — International Communication Association; 2003 Annual Meeting, San Diego, CA,p1-7,7p – source
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When banks attempt to market their investment plans, consumers frequently express that they already have a personal connection with a financial planner who ensures their long-term financial stability. Consequently, they are uninterested in becoming part of your institution. In such situations, the most effective strategy is to employ cognitive dissonance to establish this perception in the consumer’s mind. To accomplish this, it is necessary to initially comprehend the risks associated with the consumer’s existing plan and subsequently present those risks directly to them.
When the consumer’s dissonance is present, it is crucial to show that our product offers better returns than their current solution and attract them with the benefits our offering provides. Finding a balance between assertiveness in selling and respecting the consumer’s feelings is important because it can be challenging to change deeply rooted beliefs. However, by being persistent and persuasive, this dissonance can ultimately result in positive outcomes. For instance: S+,-. “&TV^N l ? e _ `
