Cognitive Dissonance Theory
The Classic Version Many social psychologists believe that people are strongly motivated by a desire for cognitive consistency—a state of mind in which one’s beliefs, attitudes, and behaviors are compatible with each other. Cognitive consistency theories seem to presuppose that peo- ple are generally logical. However, Leon Festinger turned this assumption on its head. Struck by the irrationalities of human behavior, Festinger proposed cognitive dissonance theory, which states that a powerful motive to maintain cognitive consistency can give rise to irrational, sometimes maladaptive behavior.
According to Festinger, all of us hold many cognitions about ourselves and the world around us. These cognitions include everything we know about our own beliefs, attitudes, and behavior. Although generally our cognitions coexist peace- fully, at times they clash. Consider some exam- ples. You say you’re on a diet, yet you just dove headfirst into a tub of chocolate ice cream. Or you waited in line for hours to get into a concert, and then the band was disappointing. Or you baked for hours under the hot summer sun while listening to music even though you knew the health risks. Each of these scenarios harbors inconsistency and conflict: You’ve committed yourself to a course of action, yet you realize that the action is inconsistent with your attitude.
