COGNITIVE DISSONANCE

Cognitive Dissonance

Cognitive Dissonance

Introduction

The tendency of individuals to seek consistency among their cognitions i.e. beliefs and opinions has been termed as cognitive dissonance. When an inconsistency occurs in attitude and behavior (dissonance) some steps should be made in order to eradicate this dissonance. However, when difference occurs between attitude and behavior then there is a possibility that attitude will change according to the behavior. There are certain features that strength the dissonance, those features are a number of dissonant beliefs and each belief importance that is attached to it. The three methods to remove dissonance are reduction in the importance of dissonant beliefs, addition of consonant beliefs and lastly changing the dissonant beliefs for inconsistent (David L, et al., 2007).

The situation in which dissonance occur is mostly when individuals are incompatible between two beliefs and actions. The maximum dissonance is shaped when two choices are evenly attractive. Nevertheless, theory of dissonance is conflicting to most theories of behavioral which would predict greater attitude change with increased incentive that is reinforcement. It is helpful to begin by explaining what an attitude is and telling its consequence before turning to the processes that affect attitude formation and change (also known as persuasion) (Conrey, et al., 2007). Substantial research has been done on attitude change and how it is form taking in to the consideration of the cognitive dissonance. Ordinary identical terms for attitude change contain persuasion and influence, particularly when person or group is performing as an agent of change (Olson & Fazio, 2001).

Base of Attitudes and Attributes

Cognitive Consistency states that behavior that is at odds with an established attitude demands change. An individual is naturally incentivized to embrace such change, in order to achieve peace between attitude and activity. These drivers will guide the actions that result from this motivation. The self-determination theory recommends that extrinsic motivation internalized through individuals if the task fits with his or her beliefs and values, and consequently, assist to perform essential needs of psychological (Newby et al., 2002).

An attitude is formed on the basis of cognitions when one comes to believe either that the attitude object possesses (un)desirable attributes, or that the attitude object will bring about (un)desired outcomes. Like the example of computer operating systems, such an attitude is marked by an emphasis on beliefs about the attitude object. Perhaps the best known cognitive model is Fishbein and Ajzen's (1975) expectancy-value model. They argue that an attitude toward a given object is the sum of the expected value of the attributes of the object (Fishbein & Ajzen, 1974).

Attitude and Cognitive Response

Experiment which has been attempted to evaluated the reasons for change in attitude within the person. Expectancy is defined as the estimate of the probability that the object has a given attribute, and the value of an attribute is simply one's evaluation of it. For each attribute, an expected value is computed by multiplying the expectancy and the value of the attribute. An overall attitude toward the object is reached by taking ...