What Is Cognitive Dissonance?

Cognitive dissonance is an uncomfortable feeling of conflict that a person may experience when their thoughts, beliefs, and behaviors don’t match up. It’s a psychological phenomenon that’s widely studied by psychologists.

People are motivated to resolve cognitive dissonance by taking steps to reduce the feelings of discomfort. This could include avoiding the source of the discomfort, delegitimizing or minimizing the importance of the situation, seeking only information that supports their existing beliefs, or trying to adjust their behavior or beliefs.

The most common example of a situation that creates cognitive dissonance is when someone is forced to do something that they don’t want to do. This can be a painful and stressful experience for people.

Hypocrisy is another common source of cognitive dissonance, and it occurs when a person does what they believe to be right but behaves in ways that are counter to their beliefs. For example, if you believe in climate change and travel around the world by private jet, then the fact that you produce disproportionately high carbon emissions can cause you to feel guilty or ashamed when your actions are pointed out to you.

Some people who are highly committed to their beliefs, such as those who follow a religious or spiritual practice, will have less cognitive dissonance when their beliefs are challenged than those who don’t. In addition, social support, deep conviction, and definite commitment can help to avoid this effect.

Advertisements are another area of marketing that can trigger cognitive dissonance, especially when a product requires people to reconcile their conflicting views and beliefs by buying it. This strategy can be effective when it involves products that enhance or protect a person’s self-image.

Marketers often use this tactic to promote products that promise to eliminate feelings of discomfort. For instance, a deodorant advertisement can make you feel more attractive and help you attract a potential partner.

It can also be used to persuade people to make changes to their lifestyles, such as changing their dietary habits. This can be done in a variety of ways, such as reducing their exposure to certain foods and introducing new ones that they know will benefit them.

In many cases, these changes can be successful and beneficial to the people involved. For example, if you were diagnosed with cancer, you would be more likely to adopt healthier eating and exercise habits as you learned more about how the diet can influence the way you feel.

The best way to resolve cognitive dissonance is to determine which cognitions, or beliefs, are causing the conflict. Then, ask yourself whether these ideas are worth preserving or if they should be changed.

It can be difficult to resolve the feeling of cognitive dissonance, but it’s important to remember that you are in control of your actions and decisions. If you can’t handle the situation, it’s a good idea to seek professional assistance. Psychological therapists can help you identify and address your cognitive dissonance.