Cognitive Dissonance theory
Leon Festinger

Former Stanford University psychologist Leon Festinger came up with the theory of cognitive dissonance. This theory basically states that cognitive dissonance is the distressing mental state when people do things they wouldn't normally do, or have opinions that don't go along with opinions they already hold. Festinger said we naturally avoid dissonance because we want to stay consistant. The more important the issue or the more amount of change we make as a result, the higher amount of dissonance we feel.


The focus of this theory is attitude change. There are three different hypotheses that show ways to reduce dissonance between attitudes and actions.


Hypothesis 1: Selective Exposure Prevents Dissonance

Festinger claimed that people avoid information that is likely to increase dissonance. We tend to "stick to our own kind" by hanging out with people that are like us, and we select things to read and watch on TV that are consistant with what we believe. People that are like us will keep those things away that make us uncomfortable.


Hypothesis 2: Postdecision Dissonance Creates a Need for Reassurance

Close-call decisions can result in a lot of tension within after the decision has been made, according to Festinger. Three conditions can highten the dissonance: (1) how important the issue, (2) the longer it takes to make a decision between two equally desired options, and (3) how hard it is to reverse the decision once it has been made. These factors make a person suffer wondering if they have made the right choice. After they make this tough choice, they are motivated to seek support and reassurance for their decision.


Hypothesis 3: Minimal Justification for Action Induces a Shift in Attitude

Originally, people thought that inner attitude and outward behavior were the beginning and end of a cause-and-effect sequence. In other words, what the person thinks about the behavior is what they do. But, this hypothesis says the opposite. The minimum incentive should be offered to make a change in attitude.