New perspectives on cognitive dissonance theory

Cognitive consistency is generally considered a fundamental aspect of the human mind, and cognitive dissonance theory is the most famous and studies theory within this framework. Dissonance theory holds that when related cognitions are in conflict (e.g. when behaving counter to one’s attitudes), people will experience negative affect. This affective reaction motivates people to engage in various dissonance-reduction strategies (e.g. attitude change). The aim of this thesis was to investigate some novel, and unanswered questions within dissonance research, and to relate dissonance theory to neighboring theories. In Study I, it was predicted (and supported) that cognitive dissonance (writing a counter-attitudinal essay in the induced-compliance paradigm) would lead to people exhibiting an abstract mindset. The rationale for this prediction (based on action-identification theory) was that unfamiliar and difficult situations, were action is usually impeded (much like dissonant situations), lead to individuals adopting more concrete representations of the situation – for the sake action execution. However, since people usually want to find meaning in their actions, they will quickly, after the action is executed, adopt an abstract representation of the situation – which might also lead to spillover effects were people’s mental representation of their actions in general become more abstract. In Study II, the aim was to investigate to what extent, and how, emotions relate to the attitude-change effect in the induced-compliance paradigm. Past researchers usually predict that negative emotions should be positively related to this effect. Based on the notion of emotion regulation, however, attitude change (a form of reappraisal) implies that people are positively (and less negatively) tuned to the situation – and should therefore feel more positive (and less negative) emotions towards the situation. Thus, contrary to past research, it was predicted that negative emotions would be inversely related to attitude change, and positive emotions would be positively related to attitude change. Result across two experiments supported these predictions. Lastly, in Study III, the aim was to provide a general theoretical model of dissonance reduction. Based on a cognitive-emotion perspective (including appraisal theories of emotion, emotion regulation, and coping), it was suggested that reduction processes are influenced by the intensity of the initial affective reaction. This affective reaction is in turn influenced by the magnitude of the dissonance and the novelty-familiarity dimension of the situation. When the dissonance magnitude is too big, and the situation novel, people might disengage rather quickly (leaving the situation or distracting themselves). If, however, people have enough motivation and cognitive capacity, they might engage more in the reduction processes. The advantage of this model is that it can be applied to any dissonant situation. Taken together, these studies suggest that there is still much to discover in dissonance research, and much can be gained by conceptualizing dissonance processes within a cognitive-emotion framework. Future research should focus more on how the social context (e.g. influence of other people) might affect these dissonance processes. More emphasis should also be put on the prevalence of different dissonant situations, and the accompanied reduction attempts, in real-life settings