Cognitive dissonance theory postulates that an underlying psychological tension is created when an individual's behavior is inconsistent with his or her thoughts and beliefs. This underlying tension then motivates an individual to make an attitude change that would produce consistency between thoughts and behaviors.

1. Cognitive
DissonanceTheory
Presented By-
Kondru Alvin Lucas_08
Aliva Kujur_18
Kakoli Bhakat_29
Subhashree Panda_39
Dikshya Sharma_50
Manpreet Nayak_61
Vikash Tripathi_72

2. Introduction
Cognitive - Includes thinking, knowing,
remembering, judging and problem solving.
Dissonance – Refers to a situation involving
conflicting attitudes, beliefs or behaviours.

3. Cognitive Dissonance Theory
Leon Festinger (1957)
 Mental discomfort.
 Alteration in attitude, belief or behaviour.
 Restore balance.
Example – Junk food

4. Howitcametobe?
 Observation – cult and fringe people.
 Earth destroyed by flood.
 How dissonance avoid?

5. AttitudeChangeTakesPlace
• Principle of cognitive consistency.
• Inconsistency.
• Elimination.

6. Forced Compliance
Behaviour
Decision Making Effort
Causesof CognitiveDissonance
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7. Forced Compliance Behaviour
• Experiment – Turning 48 pegs.
• Groups are made.
• Result – attitude and behaviour change.

8. Decision Making
• Experiment – Rating product.
• Female with different groups.
• Result – Attractiveness.

9. Effort
• Experiment – Discussion
• Discussion on topic
• Result – Positive attitude

10. HowCognitiveDissonanceResolved?
Changing existing
Beliefs, attitudes,
behaviour
Adding new beliefs Reducing the
importance of
the belief
01 02 03

11. ChangingExistingBeliefs,Attitudes, Behaviour
• Dissonant elements behaviour, change or eliminate behaviour.
• Difficult to change behaviour.
• Eg. Giving up smoking

12. AddingNewBeliefs
• For example, thinking smoking causes lung cancer.
• New information added to belief.

13. ReducingtheImportanceofTheBelief
• A person convince themselves .
• Also could tell reason.
• Decreasing importance.

14. • Motivational drive reduce dissonance.
• Common in work place.
• Increase self-awareness.
Conclusion