Appearing for the first time in the mid-20th century, the term “cognitive dissonance” appears nowadays about eight hundred times in PsycINFO and the original book has been cited more than forty-five thousand times in scientific publications: that is more than twice a day for about sixty years. The theory of cognitive dissonance was molded by Leon Festinger at the beginning of the 1950s. It suggests that inconsistencies among cognitions (i.e., knowledge, opinion, or belief about the environment, oneself, or one’s behavior) generate an uncomfortable motivating feeling (i.e., the cognitive dissonance state). According to the theory, people feel uncomfortable when they experience cognitive dissonance and thus are motivated to retrieve an acceptable state. The magnitude of existing dissonance depends on the importance of the involved cognitions. Experiencing a higher level of dissonance causes pressure and motivation to reduce the dissonance. Findings from several studies show that dissonance occurs when people do not act in accordance with their attitude (e.g., writing supportive arguments in favor of a topic that they do not agree upon; performing a task they disapprove). Festinger 1957 (cited under Core Historical Sources) considers three ways to cope with cognitive dissonance: (a) changing one or several involved elements in the dissonance relationship (e.g., moving an opinion to fit a behavior), (b) adding new elements to reduce the inconsistency (e.g., adopting opinions that fit a behavior), and (c) reducing the importance of the involved elements. Early theorists in this field suggested improvement to the cognitive dissonance theory by adding restrictions for the emergence of the phenomena. Three major developments have to be considered: the commitment purpose and freedom, the consequence of the act purpose, and the self-involvement. Since the 2010s, the theory has been refined with new integrative models and methodological breakthrough. Mostly studied in human beings, several studies shift paradigms to other animals such as nonhuman primates, rats, and birds. The cognitive dissonance theory has been applied to a very large array of social situations and leads to original experimental designs. It is arguably one of the most influential theories in social psychology, general psychology, and cross-discipline sciences more generally.
Cognitive Dissonance Theory
