Dissonance Theory 17 June 2004

Dissonance Theory Cognitive Dissonance: –Why does initiation make us like our sorority/fraternity better? –DT can explain this: We see ourselves acting irrationally We want to view ourselves as rational, consistent beings We feel uncomfortable, because going through hell week ( or whatever) doesn’t seem to rational/consistent We change our attitude about the frat/sorority (or whatever) we’re acting irrationally about

Motivated Reasoning Bias When we engage in behaviors that don’t make sense, we tend to challenge any information that contributes to our behaviors not making sense –Smokers –Heine (1999) cell phone expt

Cognitive Dissonance Arises when our behavior is at odds with our attitudes or self-concept Dissonance is psychologically unpleasant so we do whatever we can to reduce it We can reduce it one of two ways: –Change our cognitions/attitudes –Use strategies to make it seem like we haven’t acted irrationally (like motivated reasoning)

When Prophecy Fails Festinger, Schachter, and Back (1956) Doomsday cult study No flying saucer = 2 choices: –Quit cult –Stay with cult Message from God –Our devotion saved the world –Publicity seeking, more devotion

Festinger & Carlsmith (1959) Male subjects participate in an extremely dull study Then, asked to tell next subject that study was fun/interesting –IV: paid $1 vs $20 to lie –DV: how enjoyable was the study? Would you participate in a similar study again? Results: not learning, but dissonance

Festinger & Carlsmith Results control $1 $20 enjoyablewould participate similar DV: Ratings from –5 to +5

Cognitions? 1.That experiment was very boring 2.I told the next subject that it was great fun 3.I was paid $1 to tell her that DISSONANCE! Distortion of #1 1.That experiment was very boring 2.I told the next subject it was great fun 3.I was paid $20 to tell her that No dissonance No distortion

Initiation and Attitude Change Aronson & Mills (1959) IV: severe vs. mild vs. no initiation DV: rating of how worthwhile the discussion was ControlMild Initiation Severe Initiation

Cognitions? 1.That discussion was very boring 2.I went through a very embarrassing initiation to get into it DISSONANCE! Distortion of #1 1.That discussion was very boring 2.I went through a mildly embarrassing initiation to get into it No dissonance No distortion

Internalizing Conscience Through Dissonance Aronson & Carlsmith, 1963 How do kids become moral actors? –Learning theory account –Dissonance theory account? IV: severe vs. mild threat DV: number of Ss who change or don’t change their pre- and post- manipulation ratings of their second favorite (determined at pre-manipulation) toy

Aronson & Carlsmith Results IncreasingStaying the Same Decreasing MildSevereMildSevere Same day 6 wks later DV: # of Ss increasing, decreasing, or leaving unchanged their preference for their second-favorite toy.

Cognitions? 1.I liked that toy a lot. 2.I didn’t play with it. 3.I was mildly threatened. DISSONANCE! Distortion of #1 1.I liked that toy a lot. 2.I didn’t play with it. 3.I was severely threatened. No dissonance. No distortion.

Vietnam Field Study (1969) Avoid the draft by joining ROTC –THEN: find out likelihood of having been drafted DV: how happy are you with ROTC? (1-5) Huh? –DT explanation first 1/3 second 1/3 third 1/3

Self-Perception Theory Bem: we infer our attitudes from our behaviors When we see ourselves doing something, we infer that our attitude matches our behavior Bem’s take on the Vietnam Study

In support of Bem Leppner, Green, & Nisbett expt: –Intrinsic motivation –Overjustification effect Kids playing with a popular puzzle: –IV: kids told a priori would be rewarded for play vs. told a posteriori –DV: who plays with the popular puzzle 3 weeks later? a priori a posteriori

DT fights back: On the Nature of Dissonance Steele: we engage in dissonance reduction because of physiological arousal Tuition hike expt 2 IV’s –essay written under forced compliance vs. free choice vs. no essay control –alcohol vs. no alcohol DV: attitude re. tuition hike (1-5 scale) no choice free choice alc no alc

More on the Nature of Dissonance Four steps to dissonance and its reduction: –Attitude-discrepant behavior must produce unwanted consequences –Subjects must feel personal responsibility for the unwanted consequences Free choice Belief that unwanted consequences were foreseeable –Physiological arousal –Attribution of physiological arousal to the attitude- discrepant behavior

Who Wins? DT wins when attitudes and behaviors are highly discrepant Self-Perception theory wins when attitudes and behaviors aren’t very discrepant When is a behavior discrepant?

Self-Affirmation Account of Dissonance Steele: we engage in dissonance reduction to boost our self-esteem after behaving inconsistently –Acting inconsistently is at odds with our positive view of self If we can boost our self-esteem in another way, we won’t engage in dissonance reduction

Heine expt Cover story: personality and music preference (1)Fill our personality survey (2)Rate 10 CD’s (3)Choose between CDs rated 5 and 6 (4)IV: positive, negative, or no feedback on personality survey (5)Re-rate the 10 CDs DV: changes in preference for CDs previously rated 5 and 6

Heine Results U.S. Japan Positive Feedback Control Negative Feedback