Cognitive dissonance is a psychological concept that can be understood as the mental discomfort or tension a person experiences when holding two or more contradictory beliefs, values, or attitudes simultaneously. The concept was first introduced by psychologist Leon Festinger in 1957.

The term refers to the internal conflict that arises when a person’s beliefs or values clash with new information or actions. This conflict leads to an uncomfortable feeling — motivating the individual to reduce the dissonance by either changing their beliefs, acquiring new information, or minimizing the importance of the inconsistency.

Examples of cognitive dissonance

1. Smoking and Health Awareness: A person who smokes but is aware of the health risks associated with smoking may experience cognitive dissonance. They may try to reduce this discomfort by downplaying the risks, avoiding information about smoking’s dangers, or quitting smoking altogether.
2. Environmental Concern and Behavior: Someone who is concerned about the environment but continues to use plastic bags may feel a similar tension. They might resolve this by justifying their behavior (“It’s just one bag”) or by making a change to reusable bags.

Mechanisms to reduce cognitive dissonance

People employ various strategies to reduce the discomfort caused by cognitive dissonance:

1. Changing Beliefs or Behavior: This involves altering one’s beliefs or actions to align with the conflicting information, such as quitting smoking in the first example.
2. Seeking Supportive Information: People may seek out information or opinions that support their existing beliefs, thereby reducing the conflict.
3. Minimizing Importance: By downplaying the significance of the conflicting belief or action, individuals can reduce the discomfort they feel.

Impact on Decision Making

Cognitive dissonance plays a significant role in decision-making processes. When faced with a choice, people often experience dissonance after making a decision, wondering if they made the right choice. This can lead to a phenomenon known as “post-decision dissonance,” where individuals overemphasize the positive aspects of their choice and downplay the negatives to feel more comfortable with their decision.

Cognitive dissonance summary

Cognitive dissonance is a complex but relatable psychological phenomenon that affects many aspects of our daily lives. It’s the mental tug-of-war that occurs when our beliefs, values, or actions are in conflict. Understanding this concept can provide insight into human behavior and decision-making, shedding light on why people sometimes act in ways that seem irrational or contrary to their stated beliefs.

By recognizing cognitive dissonance in ourselves and others, we can better navigate the complexities of human thought and behavior, fostering empathy and self-awareness. Whether it’s making a significant life decision or understanding why we feel a certain way about a minor inconsistency, cognitive dissonance is a valuable lens through which we can explore the human psyche.