Cognitive
Dissonance Presented by:
Yukthamukhi Karri
MA 1 Mass Communication
& Journalism
Introduction
Leon Festinger and His
Theory
Content The Forced Compliance
Experiment
s Cognitive Dissonance in
Communication
Revisions & Conclusion
Cognitive
Dissonance
Cognitive dissonance is the psychological discomfort
or mental tension that occurs when a person holds
two or more contradictory beliefs, values, or
attitudes simultaneously, or when their behavior
conflicts with their beliefs or values.
This discomfort motivates individuals to reduce the
inconsistency either by changing their beliefs,
attitudes, or behaviors, or by rationalizing or
justifying the conflicting elements to achieve
internal psychological harmony.
Cognitive
Dissonance in
Everyday Life
A college student who procrastinates on assignments despite
valuing responsibility might tell themselves, “I work better
under pressure,” to justify the delay and reduce guilt.
Similarly, a software employee who values work-life balance
but often stays late at the office might rationalise, “This
overtime is necessary to meet critical deadlines,” alleviating
the tension between their ideal and reality.
A CEO committed to ethical leadership yet forced to make
tough layoffs may convince themselves, “This decision,
although difficult, will save the company and preserve jobs in
the long run,” to reconcile the disconnect between their
values and the difficult actions taken.
Leon
Festinger
Leon Festinger was an American social psychologist who developed
the cognitive dissonance theory in the 1950s. He came up with this
theory while studying a group of cult members who believed that the
world would be destroyed by a great flood.
Failed Prophecy
Cognitive Dissonance
Dissonance Reduction
When Festinger first
published his theory in
1957, he used smoking
to explain cognitive
dissonance, the
discomfort people feel
when their actions and
beliefs clash.
Mental
Mechanisms
Selective Exposure Prevents Dissonance
Post-decision Dissonance Requires
Reassurance
Minimal Justification for Action Induces
Attitude Change
The Forced Compliance
Experiment
In 1959, Festinger and Carlsmith’s Forced Compliance
Experiment involved participants doing boring tasks, then
lying about enjoying them. Those paid $1 to lie experienced
cognitive dissonance due to insufficient justification, so they
convinced themselves the tasks were fun to reduce
discomfort. Participants paid $20 had enough external
justification, felt less dissonance, and did not change their
attitude. This demonstrated how people resolve internal
conflict by altering beliefs when external reasons are weak
Cognitive
Dissonance in
Communicati
on
In mass communication, this theory explains how
audiences respond to media messages that
challenge their existing attitudes or beliefs.
Communication is not just about transmitting
information; it also involves managing and
sometimes creating dissonance to influence
attitudes and behaviours.
Cognitive Dissonance and Media
Consumption
Cognitive Dissonance as a
Communication Theory
Mechanisms of Dissonance Reduction
in Communication
• Health and Nutrition Reports: Stories
about the health risks of high sugar
consumption or processed foods create
dissonance in readers who consume these
regularly. The media then offers healthier
dietary alternatives and tips to resolve this
tension.
• Social Inequality Coverage: Reports
exposing racial or economic inequalities
challenge readers’ beliefs about fairness
and justice in society, creating dissonance.
Such articles may encourage advocacy,
support for reforms, or personal reflection
and behavior change.
• Consumer Rights and Safety:
Investigative journalism revealing unsafe
products or corporate malpractices can
create dissonance among consumers who
Revisions
Festinger’s original cognitive dissonance theory (1957)
was later revised by several scholars. Elliot Aronson
emphasized that dissonance is strongest when it threatens
one’s self-concept (self-consistency).
Joel Cooper highlighted the role of personal responsibility
for negative outcomes.
Claude Steele proposed self-affirmation, where people
reduce dissonance by focusing on positive aspects of
themselves. Finally, Cooper & Fazio introduced the New
Look model, stressing that dissonance arises when actions
have unwanted consequences, involve responsibility, and
create arousal. Together, these revisions shifted the focus
from simple inconsistency to how dissonance affects self-
image and responsibility.
Quiz
Scenario:
A Hyderabad newspaper reports that a well-liked local
politician has been accused of corruption. Despite this, many
supporters continue to defend the politician.
Questions:
1. What cognitive dissonance are the supporters likely
experiencing?
a) Belief in the politician’s integrity vs. the corruption
allegations
b) Support for the opposition party vs. disagreement with
policies
c) Desire for political change vs. satisfaction with the current
leader
2. How might supporters reduce this discomfort?
a) Ignoring or dismissing the corruption reports as false
b) Immediately withdrawing their support
c) Accepting the allegations and demanding resignation
Conclusion
Cognitive dissonance theory is fundamental in understanding how communication
influences attitudes and behavior. When individuals receive messages that conflict with
their existing beliefs or actions, they experience discomfort and are motivated to
resolve this inconsistency. This resolution process often leads to attitude shifts,
message reinterpretation, or selective exposure to information that aligns with their
views. For communicators, recognizing cognitive dissonance enables the creation of
persuasive messages that strategically challenge existing beliefs, encouraging
audiences to reconcile discrepancies and adopt new perspectives. Therefore, cognitive
dissonance is not only a psychological phenomenon but also a powerful communication
mechanism that shapes how people process information, make decisions, and change
their minds in interpersonal, organizational, and mass communication contexts.
Understanding this dynamic enhances the effectiveness of communication efforts
aimed at influencing thoughts and behaviors.
Presented by:
Yukthamukhi Karri
MA 1 Mass Communication
& Journalism
