Cognitive Dissonance
Post-decisional dissonance
Post-decisional dissonance sometimes occurs after making a decision that is irrevocable, or that would be
very difficult to reverse.
Joanne, a high school senior, has narrowed her choice of colleges to two, and they are both about equally attractive. She has to make a decision and choose one of the schools. When she chooses one, she has to give up the things she likes about the other.
What are the dissonant cognitions?
I chose school A.
I have to give up all things I liked about school B.
What does she do to reduce the dissonance?
She will accentuate the positive aspects of school A and the negative aspects of school B. She may decide that the things he liked about school B are not really very important.
She will need to justify the expenditure of time, money, or effort.
We like to think of ourselves as wise and right about things. If we have expended time, effort, or money, we want to think that our resources have been well spent.
Two students have identical new cars. One student’s car was a gift from her parents. The other student had
saved for several years to buy the car, doing without things she would like to have in order to accumulate the money for the car. Later both students read that a well-known automotive magazine has assigned the car its “lemon of the year award,” claiming that the car is unsafe and undependable, and that it is poorly engineered and designed.
Which student is likely to feel more uncomfortable about the magazine’s negative evaluation of the car?
The student who had to save money to buy it is likely to have these dissonant cognitions:
I spent my savings for this car.
The car is a lemon.
What can she do to reduce the dissonance?
She can discredit the magazine and the database that was used for the evaluation.
She can also remind herself of the things she likes about the car.
Dissonance that results from wanting something we can’t have
For most of us, there are things we would like to have that we can’t have. When the desired “something” is
very important, we may have dissonant cognitions that make us tense and unhappy. For example, suppose you are very much in love with a person who doesn’t love you.
What are the dissonant cognitions?
I would like to have a serious relationship with Lucy.
Lucy doesn’t love me.
What do people do to reduce the dissonance in this type of situation?
One method is the “sour grapes”approach. “Lucy isn’t so great after all. She is bowlegged and chews with her mouth open.”The sweater that is too expensive isn’t really very practical and the sports car that is so appealing is the type of car driven by people who are too status conscious. The group that didn’t ask you to join is composed of snobs with whom you would not want to associate.
Dissonance as a result of inconsistencies of attitudes and behavior
Jenny and Jack are both in danger of failing a course. The instructor gives a take-home exam that students
must sign, declaring that they did not receive help from another person. Both Jenny and Jack have friends
who took the course and made a good grade, and who could help them. Both of them also feel that cheating
is wrong. However, Jenny gives in to temptation and gets help from her friend. She gets a good grade on the final and passes the course, but she suffers from cognitive dissonance.
What are Jenny’s dissonant cognitions?
I think it is wrong to cheat.
I cheated.
How will she reduce the dissonance?
She will probably not feel as strongly about cheating.
She may also belittle the amount of help she got from the friend, telling herself that she did most of the work, and that she would have passed the course without the help of the friend.
Jack didn’t succumb to the temptation of getting his friend to help him. He made a poor grade on the final
and failed the course. He may have some dissonance too.
What are Jack’s dissonant cognitions?
If I had cheated, I would have passed the course.
I didn’t cheat because it is wrong.
What will he do to reduce his dissonance?
Jack is likely to become more strongly opposed to cheating than he was before.
He may feel badly about failing but he will feel good about his righteousness.
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