Cognitive Dissonance: Discomfort from Conflicting Beliefs

"When there are conflicts between cognitions (thoughts, beliefs, and opinions), people will take steps to reduce the dissonance and feelings of discomfort. They can go about this a few different ways."-Kendra Cherry

Cognitive dissonance is the psychological tension or discomfort that people feel when they hold two or more conflicting beliefs, values, or attitudes at the same time. This feeling of unease pushes individuals to find ways to reduce or eliminate the inconsistency in their thinking, often prompting them to change their beliefs, acquire new information, or downplay the importance of the conflicting ideas. The theory of cognitive dissonance, first introduced by psychologist Leon Festinger in 1957, has since become a key concept in understanding human behaviour, decision-making, and attitude formation.

Cognitive dissonance can occur in many situations. A common example is when a person knows that smoking is harmful to their health but continues to smoke. This conflict between knowledge and action creates a state of discomfort, which the individual may seek to resolve. Kendra Cherry, a well-known author in psychology, explains that this kind of conflict drives people to justify or rationalise their behaviour, thereby reducing the discomfort associated with holding two opposing thoughts. For instance, a smoker may convince themselves that the health risks are exaggerated, or that they are otherwise healthy, to justify their continued smoking.

Another cause of cognitive dissonance is decision-making. When faced with a difficult choice, especially between two equally attractive options, a person may experience dissonance after making a decision. This dissonance often arises because the chosen option may have some negative aspects, while the rejected option may have positive qualities that could have been enjoyed. To reduce this discomfort, people tend to focus on the positive aspects of the chosen option and the negative aspects of the rejected one. This process, known as "spreading apart the alternatives," helps them feel more confident about their decision and reduces the cognitive dissonance they experience.

Saul McLeod, an expert in psychology, also highlights that cognitive dissonance can be caused by forced compliance. This occurs when someone is compelled to act in a way that is inconsistent with their beliefs or values. For example, if an employee is forced to endorse a company policy they personally disagree with, they may experience dissonance. To reduce this discomfort, the individual might change their attitude to align more closely with their actions, often convincing themselves that the policy is not so bad after all. This process demonstrates how cognitive dissonance can lead to attitude change, even when external pressures are involved.

People employ several strategies to reduce cognitive dissonance. One common method is changing one of the conflicting beliefs or attitudes. For instance, if someone feels guilty about not exercising but wants to be healthy, they might start exercising more regularly to align their behaviour with their health goals. Alternatively, they might downplay the importance of exercise by convincing themselves that diet alone is sufficient for good health.

Another approach to reducing dissonance is acquiring new information that supports the existing beliefs and diminishes the conflict. A smoker, for instance, might seek out studies that suggest that smoking is not as harmful as commonly believed. By focusing on such information, the smoker reduces the dissonance between their knowledge of the risks and their continued smoking.

Sometimes, people reduce cognitive dissonance by trivialising the conflict. They minimise the importance of the dissonant elements, making the inconsistency seem less significant. For example, someone who has made a purchase that contradicts their goal to save money might tell themselves that the item was on sale or that they deserved a treat, thus downplaying the conflict between their behaviour and their financial goals.

Everyday examples of cognitive dissonance are common and illustrate how this psychological phenomenon influences our behaviour and decision-making. A person who feels guilty for not exercising while wanting to maintain a healthy lifestyle experiences dissonance. To reduce this discomfort, they may either start exercising more frequently or change their perception of what constitutes a healthy lifestyle. Similarly, someone who is trying to save money but ends up spending on a luxury item may rationalise their purchase by focusing on the benefits of the item or convincing themselves that the expense was necessary.

Cognitive dissonance is not limited to personal decisions but also plays a role in social and cultural contexts. For example, someone who holds strong beliefs about environmental conservation may experience dissonance if they frequently fly for work or leisure. To reduce this discomfort, they might support green initiatives, use carbon offsets, or justify their behaviour by highlighting the necessity of travel in their profession.

Integrity plays a crucial role in dealing with cognitive dissonance effectively. Integrity involves adherence to moral principles, honesty, and a commitment to truth, even when it is uncomfortable or challenging. When facing cognitive dissonance, individuals with a strong sense of integrity are more likely to confront the conflict openly and honestly, rather than resorting to self-deception, denial, or rationalisation. My Christian worldview has helped me to be honest with myself when I have conflicting ideas, allowing me to quickly course-correct.

Confronting dissonance with integrity means acknowledging the conflict between beliefs, values, or actions and being willing to make necessary changes. For example, a person who recognises that their behaviour is not aligned with their values might take steps to change their actions rather than justifying or downplaying the inconsistency. If a smoker realises that their habit conflicts with their desire to lead a healthy life, an approach grounded in integrity would involve acknowledging this conflict and taking steps to quit, rather than looking for excuses to continue smoking.

Integrity also means being open to new information and willing to change one's beliefs or attitudes when faced with compelling evidence. This is important because people with integrity are less likely to dismiss or ignore information that contradicts their existing beliefs. Instead, they are more likely to consider all the evidence, even if it leads to uncomfortable realisations or requires significant changes in behaviour.

For example, in the context of decision-making, an individual with integrity may choose to re-evaluate their decision if they realise that it was based on flawed assumptions or incomplete information. They might admit they were wrong and take corrective action, rather than stubbornly sticking to their original choice to avoid the discomfort of dissonance. This openness and commitment to truth can help them make better, more informed decisions in the long run.

Moreover, integrity is essential in group settings where cognitive dissonance can occur due to pressures to conform to group norms or values. An individual with integrity may feel dissonance when their personal beliefs conflict with the prevailing views of the group. Rather than merely conforming to reduce discomfort, a person with integrity may choose to voice their concerns, seek a constructive dialogue, or even challenge the group’s views. This can promote a culture of honesty, openness, and critical thinking, which benefits the group as a whole.

Integrity can also help prevent the negative consequences of cognitive dissonance, such as self-deception or polarisation. When individuals confront dissonance honestly, they are less likely to engage in defensive behaviours that reinforce their original beliefs without considering new perspectives. This can lead to more balanced views, greater tolerance for differing opinions, and more meaningful engagement with others.

Excelling in spite of cognitive dissonance involves recognising the discomfort that comes with holding conflicting beliefs and using it as an opportunity for growth and improvement. Rather than avoiding or suppressing these feelings, individuals can learn to embrace them as a natural part of the human experience. By developing strategies to manage dissonance effectively, people can improve their decision-making, enjoy healthier relationships, and cultivate a more open-minded and adaptable approach to life.

Individuals who excel in spite of cognitive dissonance often do so by maintaining their integrity. They face conflicts head-on, are honest with themselves and others, and are open to change when necessary. This approach not only reduces the discomfort associated with cognitive dissonance but also leads to personal growth, more effective decision-making, and a greater sense of authenticity and fulfilment.

In conclusion, cognitive dissonance is a fundamental concept in psychology that helps explain why people often feel discomfort when their beliefs, attitudes, or actions are inconsistent. Integrity plays a vital role in managing this discomfort effectively. By embracing integrity, individuals can confront their conflicts honestly, make necessary changes, and use dissonance as a catalyst for personal growth and positive change. While cognitive dissonance can lead to both positive and negative outcomes, understanding how it works and maintaining integrity in dealing with it is essential for personal development, effective communication, and social harmony.

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