consistency and dissonance
TRANSCRIPT
-
8/6/2019 Consistency and Dissonance
1/26
Cognitive consistency
theories
Humans as cognitive
creatures
-
8/6/2019 Consistency and Dissonance
2/26
Cognitions form associative
networks
associative networksinclude beliefs, attitudes,and other cognitions
the associations are oftenunconscious, implicit
changes in one belief or
attitude may produce aripple effect elsewherein ones cognitive system
-
8/6/2019 Consistency and Dissonance
3/26
Three basic assumptions of
consistency theories
People expect, prefer consistency Individuals strive to maintain
psychological harmony among theirbeliefs, attitudes, behaviors
Inconsistency causes psychologicaldiscomfort, tension
Dissonance is uncomfortable, mayeven be accompanied by physiologicalsymptoms
Individuals are motivated to restorecognitive consistency Drive-reduction model
a form of face-saving, identitymanagement
Angelina Joile replaced
her Billy Bob tattoo
-
8/6/2019 Consistency and Dissonance
4/26
Example of an empirical study on
consistency
Sherman & Gorkin (1980) femaleswho scored high on a feminism scaletried to solve a sex-role problem(which they were set up to fail).
A control group with similar scores onthe feminism scale completed a
different task.The failure of the treatment group to
solve the problem induced a state ofpsychological inconsistency in thefeminists.
Both groups then read a transcriptabout a sex discrimination case. Their
task was to decide who was wrong inthe case and make an award.
What do you think happened?
-
8/6/2019 Consistency and Dissonance
5/26
Results of Sherman & Gorkins
(1980) study:
The feminists who experienceddissonance were more likely to find that
sex discrimination had occurred andgave much larger awards compared tothe control group.
Why? Their decision helped to restoretheir self-concept as feminists.
Threats to ones self image lead toattempts to bolster, reinforce, orreestablish the threatened attitudes.
-
8/6/2019 Consistency and Dissonance
6/26
Revisions to cognitive
consistency theories
More recently, consistency has also been viewed associally motivated
the appearance of consistency matters to us
Individuals can tolerate a certain amount of
inconsistencyespecially if core beliefs, attitudes arent involved
examples: Log Cabin Republicans, driving an SUVbut being pro-environment, being a vegetarian,but wearing leather shoes
In some cases, individuals may even strive to createinconsistency
example: dysfunctional relationships
-
8/6/2019 Consistency and Dissonance
7/26
Fritz Heiders Balance theory
(1958)
The granddaddy of all consistency theories
The most basic, simple model
Involves three cognitive elements, P,O,X:
P: Person (perceiver, self)
O: Other person
X: Attitude object (thing, event, action)
-
8/6/2019 Consistency and Dissonance
8/26
Example of Heiders P-O-X triad
A child admires Popeye
The child doesnt like to
eat spinachPopeye is positivelyassociated with Spinach
This is a cognitivelyimbalanced state, which
should motivate the childto change one of theassociations.
Popeye
+
-
+
-
8/6/2019 Consistency and Dissonance
9/26
Consistency theory in
advertising
A female consumer isthinking of buying anew car
She has a negative
attitude toward highgas pricesThe Toyota Prius is
advertised as a highmileage vehicle
She forms a favorableimpression of theToyota Prius
female
consumer
hybrid car
high gas
prices
+ -
-
-
8/6/2019 Consistency and Dissonance
10/26
Balanced versus imbalanced
psychological states
++++
++
++ ++
--
--
--
--
++
-- --
++
++-- --
--
++
++
++ ++-- --
--
balanced (consistent) psychological statesbalanced (consistent) psychological states
imbalanced (inconsistent) psychological statesimbalanced (inconsistent) psychological states
-
8/6/2019 Consistency and Dissonance
11/26
Limitations of Balance theory
Model is incapable of handling more thanone triad at a time (not complexpsychological relationships)
Only one element of the triad is assumedto change (not several elements)
No provision for the degree or strength ofthe attitudes
No clear indication of how balance will berestored (which element will change).Heider states the least effortful means
will be employed.
-
8/6/2019 Consistency and Dissonance
12/26
Congruity Theory (Osgood,
Tannenbaum, & Suci, 1957)
Congruity theory also presumes thatpeople strive to maintain consistencyamong their cognitions
The theory is based upon the semantic
differential scaleCongruity exists when a person holds
identical attitudes toward a source and atopic or issue.
When incongruity exists, there is a tendency tochange cognitions so as to achievepsychological equilibrium
When two or more attitudes are linked by anassertion there is a tendency for both attitudesto change
-
8/6/2019 Consistency and Dissonance
13/26
Improvements over Balance
theory
Allows for more than one attitude to change
Allows for degrees of attitude change
An accompanying formula allows for precisepredictions regarding the extent and direction ofattitude change
When incongruity exists, more extremeattitudes are less susceptible to change
Congruity theory makes a number of interesting,counterintuitive predictions
-
8/6/2019 Consistency and Dissonance
14/26
Example of Congruity theory
Assume a person likes bothHillary Clinton and BarackObama
The person perceives that
Barack made a disparagingremark about Hillary
A dissociative assertionbetween two positiveattitude objects results in thedecreased evaluation of both
attitude objects
-3
-2
-1
0
+1
+2+
3
HillaryBarack
mudslinging hurts
both sources credibility
-
8/6/2019 Consistency and Dissonance
15/26
Limitations of congruity theory
Model and formula only accounts forone triad at a time.
Counterintuitive predictions arentalways fulfilled in practice
The importance and relevance of theattitude(s) to the person is ignored
There are other ways to achievecongruity besides changingevaluations of the sources or objects
-
8/6/2019 Consistency and Dissonance
16/26
Applications of consistency
theory
Image-based advertisingthe feelings and images
associated with a brand arepowerful purchase influencers
brands are associated withfavorable images and
idealized lifestylesPublic
information/awarenesscampaigns
D.A.R.E. program
Seat belts save lives
Dont drink and drive
Social movementsP.E.T.A. (animal rights)
Operation Rescue (pro-life)
maintaining and restoring
-
8/6/2019 Consistency and Dissonance
17/26
maintaining and restoring
psychological consistency
denial
bolstering
differentiationtranscendence
attitudemodification
communication+
+
-favorable
attitude
favorable
attitude
?
-
8/6/2019 Consistency and Dissonance
18/26
marketing consistency: have
your cake and eat it too!
consumer guilt and environmentally,socially conscious products
Green stock funds
Fair trade coffee
Sweatshop free goodscause marketing
Partnering with a high profile causeor a non-profit organization withwhom the public sympathizes
healthy labels
organic
anti-oxidants
hypo-allergenic
k i i i
http://sierraclubfunds.com/index.htm -
8/6/2019 Consistency and Dissonance
19/26
marketing inconsistency:
fostering brand-switching
sloganeering
Think different(MacIntosh)
Mac versus PC
Think outside the bun(Taco Bell)
Its waaaay better thanfast food (Wendys)
Not your fathersOldsmobile (Oldsmobile)
I could have had a V8 (V8juice)
http://wendys.com/ -
8/6/2019 Consistency and Dissonance
20/26
Creating psychological
inconsistency
Smoking preventionprograms try to undoglamorous
associations withsmoking
-
8/6/2019 Consistency and Dissonance
21/26
Creating psychological
inconsistency
Cognitive Dissonance Theoryexplains what happens when anindividuals beliefs, attitudes,and/or behaviors are incompatible
The amount of dissonance
created depends upon:How volitional the decision is
The importance or consequences ofthe decision
The time, effort, or sacrifice involvedin making the decision
A guilt appeal on the bus bench is designed to
induce cognitive dissonance in patrons of this
nudie-bar
iti di th
-
8/6/2019 Consistency and Dissonance
22/26
cognitive dissonance theory--
continued
counter-attitudinal advocacy (CAA)
advocating a position that is contrary toones own beliefs tends to shift onesattitudes toward the contrary position
commitment and cognitive dissonancepublic commitments
fraternity initiations
marriage rituals
true love waits program
commitments can grow legs
Marine blood-
pinning ritual
-
8/6/2019 Consistency and Dissonance
23/26
Four dissonance paradigms
Free choice paradigm: volitionalbehavior is more likely to producedissonance
the more free choice one has inmaking a decision, the moredissonance one will experience.
Belief disconfirmation:dissonance is aroused when aperson encounters informationcontrary to his or her beliefs.
people engage in selectiveexposure to avoid dissonantinformation
Induced compliance paradigm: externalinducements, rewards reduce dissonance
When a person is compelled to dosomething, little dissonance is arousedbecause the person can rationalize theaction by saying I had no choice.
Effort justification: we appreciate thingsmore when we work for them
The greater the effort or sacrifice, the
greater the dissonance
-
8/6/2019 Consistency and Dissonance
24/26
Psychological commitment
Once people becomepsychologically committed toan idea their commitmentmay grow legs.
Michael Jackson fans: "This is
a very widespreadphenomenon where fans takea celebrity into their heartsand that celebrity becomesalmost bulletproof to thefan, (Paul Levinson,professor of communicationand media studies atFordham University in NewYork)
-
8/6/2019 Consistency and Dissonance
25/26
Psychological commitment
Campaign 08 andP.U.M.A.s (aka PartyUnity My Ass)
Some Hillary Clintonfans refused to supportObama after he wonthe the democraticnomination
-
8/6/2019 Consistency and Dissonance
26/26
Psychological commitment
Kimmy Cash founded thepunx4dean Website
Her 35th tattoo read Dean Hope
Truth 04
After Howard Dean dropped out
of the presidential race, shedeclared on her Website:
we have been through entirely toomuch in this campaign to quit now.Punks dont give upDo not let thisdiscourage you A tattoo honoring a presidential
drop-out