In search of the motivation for dissonance reduction: The drive to lessen aversive consequences.

Author(s):  
Joel Cooper
Keyword(s):  
2001 ◽  
Vol 60 (4) ◽  
pp. 215-230 ◽  
Author(s):  
Jean-Léon Beauvois

After having been told they were free to accept or refuse, pupils aged 6–7 and 10–11 (tested individually) were led to agree to taste a soup that looked disgusting (phase 1: initial counter-motivational obligation). Before tasting the soup, they had to state what they thought about it. A week later, they were asked whether they wanted to try out some new needles that had supposedly been invented to make vaccinations less painful. Agreement or refusal to try was noted, along with the size of the needle chosen in case of agreement (phase 2: act generalization). The main findings included (1) a strong dissonance reduction effect in phase 1, especially for the younger children (rationalization), (2) a generalization effect in phase 2 (foot-in-the-door effect), and (3) a facilitatory effect on generalization of internal causal explanations about the initial agreement. The results are discussed in relation to the distinction between rationalization and internalization.


2006 ◽  
Author(s):  
Verena P. Graupmann ◽  
Paul Sparks ◽  
Ralph Erber

1971 ◽  
Vol 8 (4) ◽  
pp. 516 ◽  
Author(s):  
Jagdish N. Sheth
Keyword(s):  

2015 ◽  
Vol 42 (3) ◽  
pp. 445-475 ◽  
Author(s):  
Laura A. Book ◽  
Sarah Tanford ◽  
Rhonda Montgomery ◽  
Curtis Love

Price is a major influence on travel purchases; however, traveler reviews have also become a prevalent source of influence. Theories of social influence and cognitive dissonance provide insight into consumer decisions. This research investigated the effect of social influence in the form of traveler reviews and price on consumer decisions and postdecision dissonance. Student subjects evaluated two resorts for a Spring Break vacation in Cancun using a 2 (valence: positive or negative) × 2 (unanimity: unanimous or nonunanimous) × 3 (price: same, slightly lower, much lower) experimental design. The results reveal that social influence had a strong effect on both resort evaluations and postdecision dissonance. Nonunanimous reviews reduced the prevailing valence of reviews, but increased dissonance. The lack of results for price suggests that price may not be the predominant influence on decisions, as previously thought. This research provides new insight into the effect of traveler reviews on decisions by evaluating the unanimity of social influence, the effect of price differences, and the extent to which consumers engage in postdecision dissonance reduction.


1964 ◽  
Vol 14 (1) ◽  
pp. 47-50 ◽  
Author(s):  
Samuel Fillenbaum

The relation between individual differences in amount of dissonance reduction and open-closed mindedeness as indexed by Dogmatism score was determined. In line with expectation, a significant correlation was obtained between these variables ( r = .39, p < .01), the more dogmatic Ss showing greater tendency to dissonance reduction. However, a correlation coefficient of comparable size was also obtained in a control condition. Consideration of some features of the control condition led to the suggestion that this too might well be considered a dissonant situation, from the standpoint of S.


2015 ◽  
Vol 18 ◽  
Author(s):  
Valérie Fointiat ◽  
Audrey Pelt

AbstractOur main purpose was to explore hypotheses derived from the Identification of Action Theory in a particular situation that is, a dissonant situation. Thus, we varied the identification (low versus high-level) of a problematic behavior (to stop speaking for 24 hours) in the forced compliance paradigm. Two modes of dissonance reduction were presented: cognitive rationalization (classical attitude-change) and behavioral rationalization (target behavior: to stop speaking for 48 hours). As predicted, the results showed that high-level identity of action leads to cognitive rationalization whereas low-level identity leads to behavioural rationalization. Thus, participants identifying the problematic behavior at a low-level were more inclined to accept the target behavior, compared with participants identifying their problematic behavior at a higher-level. These results are of particular interest for understanding the extent to which the understanding of the discrepant act interferes with the cognitive processes of dissonance reduction.


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