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Thus there is a conflict in his mind about these two thoughts. This very state of mind is what cognitive dissonance theory is all about. This example clearly explains cognitive dissonance theory.
A researcher called Festinger first formulated this theory in 1950. He formed the theory from an example he had observed. Certain members of a cult were informed by their leader that our planet was going to be destroyed on 21st of December and extra-terrestrials were going to save them. However, when this did not take place, it however resulted in an increase in the belief of the followers in their cult! Festinger felt that the dissonance of being stupid was so great in their mind that it caused this result.
Cognitive dissonance theory is a state of mind where in we suffer from an uncomfortable tension which results from having two opposite thoughts in conflict in our mind. We cannot decide what is good for us and what is not as we agree with both. In some cases we even know that one of the thoughts is good for us and the other is not, but we are attached to that bad thought or feeling that we cannot get rid of it. A lot of research has been done on this theory. One of the bases of the research was what increases cognitive dissonance. What was concluded was that the subject of the matter makes a lot of difference to us. If the matter is very close to us then the level of cognitive dissonance is high. Let us continue the above example, for a total smoking addict; he is very attached to his habit. At the same time he knows that since he smokes a lot the risk factor is high. Now, since he is attached to smoking the level of cognitive dissonance for him is high. The second reason for cognitive dissonance was found that it depends on how strongly conflicting the dissonant thoughts are. Like, if the smoker is totally persuaded that the pleasure he gets out of smoking is much more than the health problems, then the level of conflicting is less and hence the cognitive dissonance is low. The third important clause of the reason for this cognitive dissonance is the person’s inability to think rationally and reason out the conflicting thoughts.
According to this theory, dissonance is strong when we are sure about something in us and sometimes do exactly against that belief. For example, if I feel I am a good person and I do some wrong, then I would feel very uncomfortable. This discomfort is due to the cognitive dissonance theory.
Researchers then tried to work out how we can reduce this discomfort due to dissonance. The simplest and the most obvious way is to just change our behavior. If the smoker can just quit smoking happily, he has solved his dissonance problem. If this is not possible then he can justify his behavior to release his mental discomfort. Like, if the smoker just convinces himself that he needs to smoke and it is a necessity, then he can get mental peace. Another way is to again justify our actions but not by submitting to one thought but by adding some more cognitions.
Lastly to conclude I would like to state the relation between cognitive dissonance and motivation. This cognitive dissonance is the main reason for many aspects to persuade for changing someone’s beliefs, thoughts, behavior, feelings. We can deliberately inject the discomfort and the tension to motivate people. Thus we can use cognitive dissonance for motivating people in our workplace, relationships and family.
