Consistency and Dissonance

8/6/2019 Consistency and Dissonance

1/26

Cognitive consistency

theories

Humans as cognitive

creatures


2/26

Cognitions form associative

networks

associative networksinclude beliefs, attitudes,and other cognitions

the associations are oftenunconscious, implicit

changes in one belief or

attitude may produce aripple effect elsewherein ones cognitive system


3/26

Three basic assumptions of

consistency theories

People expect, prefer consistency Individuals strive to maintain

psychological harmony among theirbeliefs, attitudes, behaviors

Inconsistency causes psychologicaldiscomfort, tension

Dissonance is uncomfortable, mayeven be accompanied by physiologicalsymptoms

Individuals are motivated to restorecognitive consistency Drive-reduction model

a form of face-saving, identitymanagement

Angelina Joile replaced

her Billy Bob tattoo


4/26

Example of an empirical study on

consistency

Sherman & Gorkin (1980) femaleswho scored high on a feminism scaletried to solve a sex-role problem(which they were set up to fail).

A control group with similar scores onthe feminism scale completed a

different task.The failure of the treatment group to

solve the problem induced a state ofpsychological inconsistency in thefeminists.

Both groups then read a transcriptabout a sex discrimination case. Their

task was to decide who was wrong inthe case and make an award.

What do you think happened?


5/26

Results of Sherman & Gorkins

(1980) study:

The feminists who experienceddissonance were more likely to find that

sex discrimination had occurred andgave much larger awards compared tothe control group.

Why? Their decision helped to restoretheir self-concept as feminists.

Threats to ones self image lead toattempts to bolster, reinforce, orreestablish the threatened attitudes.


6/26

Revisions to cognitive

consistency theories

More recently, consistency has also been viewed associally motivated

the appearance of consistency matters to us

Individuals can tolerate a certain amount of

inconsistencyespecially if core beliefs, attitudes arent involved

examples: Log Cabin Republicans, driving an SUVbut being pro-environment, being a vegetarian,but wearing leather shoes

In some cases, individuals may even strive to createinconsistency

example: dysfunctional relationships


7/26

Fritz Heiders Balance theory

(1958)

The granddaddy of all consistency theories

The most basic, simple model

Involves three cognitive elements, P,O,X:

P: Person (perceiver, self)

O: Other person

X: Attitude object (thing, event, action)


8/26

Example of Heiders P-O-X triad

A child admires Popeye

The child doesnt like to

eat spinachPopeye is positivelyassociated with Spinach

This is a cognitivelyimbalanced state, which

should motivate the childto change one of theassociations.

Popeye

+

-

+


9/26

Consistency theory in

advertising

A female consumer isthinking of buying anew car

She has a negative

attitude toward highgas pricesThe Toyota Prius is

advertised as a highmileage vehicle

She forms a favorableimpression of theToyota Prius

female

consumer

hybrid car

high gas

prices

+ -

-


10/26

Balanced versus imbalanced

psychological states

++++

++

++ ++

--

--

--

--

++

-- --

++

++-- --

--

++

++

++ ++-- --

--

balanced (consistent) psychological statesbalanced (consistent) psychological states

imbalanced (inconsistent) psychological statesimbalanced (inconsistent) psychological states


11/26

Limitations of Balance theory

Model is incapable of handling more thanone triad at a time (not complexpsychological relationships)

Only one element of the triad is assumedto change (not several elements)

No provision for the degree or strength ofthe attitudes

No clear indication of how balance will berestored (which element will change).Heider states the least effortful means

will be employed.


12/26

Congruity Theory (Osgood,

Tannenbaum, & Suci, 1957)

Congruity theory also presumes thatpeople strive to maintain consistencyamong their cognitions

The theory is based upon the semantic

differential scaleCongruity exists when a person holds

identical attitudes toward a source and atopic or issue.

When incongruity exists, there is a tendency tochange cognitions so as to achievepsychological equilibrium

When two or more attitudes are linked by anassertion there is a tendency for both attitudesto change


13/26

Improvements over Balance

theory

Allows for more than one attitude to change

Allows for degrees of attitude change

An accompanying formula allows for precisepredictions regarding the extent and direction ofattitude change

When incongruity exists, more extremeattitudes are less susceptible to change

Congruity theory makes a number of interesting,counterintuitive predictions


14/26

Example of Congruity theory

Assume a person likes bothHillary Clinton and BarackObama

The person perceives that

Barack made a disparagingremark about Hillary

A dissociative assertionbetween two positiveattitude objects results in thedecreased evaluation of both

attitude objects

-3

-2

-1

0

+1

+2+

3

HillaryBarack

mudslinging hurts

both sources credibility


15/26

Limitations of congruity theory

Model and formula only accounts forone triad at a time.

Counterintuitive predictions arentalways fulfilled in practice

The importance and relevance of theattitude(s) to the person is ignored

There are other ways to achievecongruity besides changingevaluations of the sources or objects


16/26

Applications of consistency

theory

Image-based advertisingthe feelings and images

associated with a brand arepowerful purchase influencers

brands are associated withfavorable images and

idealized lifestylesPublic

information/awarenesscampaigns

D.A.R.E. program

Seat belts save lives

Dont drink and drive

Social movementsP.E.T.A. (animal rights)

Operation Rescue (pro-life)

maintaining and restoring


17/26

maintaining and restoring

psychological consistency

denial

bolstering

differentiationtranscendence

attitudemodification

communication+

+

-favorable

attitude

favorable

attitude

?


18/26

marketing consistency: have

your cake and eat it too!

consumer guilt and environmentally,socially conscious products

Green stock funds

Fair trade coffee

Sweatshop free goodscause marketing

Partnering with a high profile causeor a non-profit organization withwhom the public sympathizes

healthy labels

organic

anti-oxidants

hypo-allergenic

k i i i
http://sierraclubfunds.com/index.htm


19/26

marketing inconsistency:

fostering brand-switching

sloganeering

Think different(MacIntosh)

Mac versus PC

Think outside the bun(Taco Bell)

Its waaaay better thanfast food (Wendys)

Not your fathersOldsmobile (Oldsmobile)

I could have had a V8 (V8juice)
http://wendys.com/


20/26

Creating psychological

inconsistency

Smoking preventionprograms try to undoglamorous

associations withsmoking


21/26

Creating psychological

inconsistency

Cognitive Dissonance Theoryexplains what happens when anindividuals beliefs, attitudes,and/or behaviors are incompatible

The amount of dissonance

created depends upon:How volitional the decision is

The importance or consequences ofthe decision

The time, effort, or sacrifice involvedin making the decision

A guilt appeal on the bus bench is designed to

induce cognitive dissonance in patrons of this

nudie-bar

iti di th


22/26

cognitive dissonance theory--

continued

counter-attitudinal advocacy (CAA)

advocating a position that is contrary toones own beliefs tends to shift onesattitudes toward the contrary position

commitment and cognitive dissonancepublic commitments

fraternity initiations

marriage rituals

true love waits program

commitments can grow legs

Marine blood-

pinning ritual


23/26

Four dissonance paradigms

Free choice paradigm: volitionalbehavior is more likely to producedissonance

the more free choice one has inmaking a decision, the moredissonance one will experience.

Belief disconfirmation:dissonance is aroused when aperson encounters informationcontrary to his or her beliefs.

people engage in selectiveexposure to avoid dissonantinformation

Induced compliance paradigm: externalinducements, rewards reduce dissonance

When a person is compelled to dosomething, little dissonance is arousedbecause the person can rationalize theaction by saying I had no choice.

Effort justification: we appreciate thingsmore when we work for them

The greater the effort or sacrifice, the

greater the dissonance


24/26

Psychological commitment

Once people becomepsychologically committed toan idea their commitmentmay grow legs.

Michael Jackson fans: "This is

a very widespreadphenomenon where fans takea celebrity into their heartsand that celebrity becomesalmost bulletproof to thefan, (Paul Levinson,professor of communicationand media studies atFordham University in NewYork)


25/26


Campaign 08 andP.U.M.A.s (aka PartyUnity My Ass)

Some Hillary Clintonfans refused to supportObama after he wonthe the democraticnomination


26/26


Kimmy Cash founded thepunx4dean Website

Her 35th tattoo read Dean Hope

Truth 04

After Howard Dean dropped out

of the presidential race, shedeclared on her Website:

we have been through entirely toomuch in this campaign to quit now.Punks dont give upDo not let thisdiscourage you A tattoo honoring a presidential

drop-out

Consistency and Dissonance

Documents