출처: http://www.age-of-the-sage.org/psychology/cognitive_dissonance.html
Cognitive Dissonance theory was first developed by Leon Festinger in 1956 after the publication of a book, When Prophecy Fails, written with co-authors Henry W. Riecken and Stanley Schachter, to explain how members of a UFO doomsday cult increased their commitment to the cult when a prophesied destruction of the Earth did not happen. The cult's leader, a certain Mrs Keech, had, seemingly, been advised by extra-terrestrials about the Earth's imminent destruction and was also assured by them that the cult, alone, was going to be rescued 1).
In the course of his investigations Festinger, a trained psychologist, actually infiltrated the cult himself and was thus a first hand witness to the groups behavior in the wake of the non-fulfillment of their doomsday prophecy.
Given the reality of Earth's survival the dissonance of the thought between prior belief and failed fulfillment was typically rationalized by the cult members not so much through dismissal of the original prophecy as through modification of that prophecy. That is to say that the cult members tended to accept that the aliens had actually saved the entire world as their route to ensuring the survival of the cult.
Festinger suggested that to rationalize, or change beliefs and attitudes, was an easier route to resolve the stress associated with cognitive dissonance than a complete dismissal of their individual acceptance of the original prophecy.
Festinger, Carlsmith, and several colleagues, went on to more fully and clinically investigate cognitive dissonance theory through an experiment or case study that was developed at Stanford University in 1956 but the results of which became widely known after appearing in an academic psychology journal in 1959:-
We tend to intuitively expect that peoples actions are guided by their opinions but Cognitive Dissonance theory is one of several action-opinion theories which hold that peoples actions can lead to subsequent influence on their individual beliefs and attitudes through rationalizations that takes place to preserve the integrity of that persons self image or overall world view.
Cognitive dissonance theory is based on three fundamental assumptions.
Festinger
see Prophecy from Planet Clarion
See Cognitive Dissonance.
See also WikiPedia:Leon_Festinger
A headline, “prophecy from planet Clarion call to city: flee that flood” in a local newspaper, sating there is a book written by Marian Keech in Michigan state arguing that the world will end in a great flood dawn on December 21, 1954. She and her believer started to prepare for the end of the world - later the cult became scientology. They had left jobs, college, and spouses, and had given away money and possessions to prepare for their departure on the flying saucer, which was to rescue the group of true believers.
Festinger and his colleague found that people didn't change their attitudes toward the beliefs even after the prophecy failed. . . .
QUESTION?
Make people quit smoking? (public health campaign)
Boring experiment:
Students were asked to spend an hour on boring and tedious tasks. The tasks were designed to generate a strong, negative attitude. After the experiment, the experimenters asked some of them to do a simple favor. They were asked to talk to another subject (actually an actor) and persuade them that the tasks were interesting and engaging. Some participants were paid $20 (inflation adjusted to 2009, this equates to $148.40) for this favor, another group was paid $1 (or $7.42 in “2009 dollars”), and a control group was not asked to perform the favor.
Those who got paid one dollar showed more positive attitudes toward the experiment – It was interesting. . . .!
Theory :
This is the feeling people have when they “find themselves doing things that don't fit with what they know, or having opinions that do not fit with other opinions they hold” (Festinger, 1957, p.4).
Individuals use cognitive structures for organizing new information – Schemata. When new information is inconsistent with the cognitive structures that have been built previously, dissonance occurs.
A state of dissonance = A state of disequilibrium
A state of consonance = A state of equilibrium
A new things (that are experienced by, input into an individual) may have three different relationship with the ones already in one's one:
Core of the theory posits that: Discomfort caused by dissonance motivates (opinion, behavior) change.
→ This is the point where persuasive communication occur.
→ Persuader focuses on inconsistency while providing new behavior that allow for consistency or balance.
Belief
It is important to give back to the community.
I have been blessed with good fortune.
People who have good fortune should share it with other.
The only way the community will prosper is if we all do our share.
Attitude
I like to volunteer my time for the good of others.
Behavior
I tutor at the Literacy center twice a month.
Magnitude of dissonance
There are degrees of discomfort – not all dissonance is created equally.
This magnitude are affected by three factors:
태도와 행동 간의 부조화 감소방법
Postdecision theory ??? The state of consonance and dissonance arises after one's decision (of behavior).
Buyer's remorse :
Giving some dissonance :
Boomerang effect :