Leon Festinger recognized cognitive dissonance, an inconsistency between one's actions and beliefs, which causes psychological discomfort. To alleviate this dissonance, people will change their belief, change their action, or change their perception of the action. However, salespeople, politicians, and others can manipulate cognitive dissonance to influence behavior, such as charities showing realistic disaster images to increase donations or politicians appealing to post-election party allegiance. While cognitive dissonance theory explains human sensitivity to inconsistencies, some scholars argue it may not reflect how little people consciously think about inconsistencies.

1. Scholarly StreetThe theory of the week is:COGNITIVE DISSONANCE

2. If cognition is my state of mind…..what happens when that becomes dissonant???

3. nonoyesyesHave you ever thought two different things at once? yesyesnononoyesyesyesnoyesyesnonoyesyesnoyesnonoyesnoyesnonononoyesyesnoyesyesnoyesyesnonoyesnoyesyesnononoyesyes

4. I really like this new purse, but now I don’t have enough money for rent!These new people I am hanging out with are so much fun, I really wish they didn’t partake in illegal activities.There is so much suffering in the world, I really shouldn’t through away the rest of my food.I know stealing is wrong, but that salesman was such a jerk his business deserves to suffer!My parents told me not to leave the house, but my friend needs me!

5. Leon Festinger recognized this issue and formulated the theory of Cognitive Dissonance based on the fact that humans are sensitive to inconsistencies between action and belief. This inconsistency causes dissonance which the human will then strive to alleviate by……

6. 1. Change the belief

7. 2. Change the action

8. 3. Change your perception of the action.

9. So what??Sounds like an inherent spell check for your actions right? …..the only problem……….

10. You cannot control it!

11. Salespeople, politicians, teachers, students, EVEN LAW ENFORCERS can manipulate your sense of dissonance into making you do what they want!!

12. Charities such as the Red Cross know that if they show more realistic disaster images paired with specific victim testimonials on the news, people are more willing to donate more money!!!!

13. One specified area of cognitive dissonance is Political Dissonance

14. When election results are announced the voters on the losing side feel a mixture of loss paired with a pledging of allegiance to a new leader.Thanks!Congrats man!

15. Politicians can sometimes feel a strain between what they feel should occur and what their voters expect.

16. Cognitive dissonance can be found in many areas of communication studies; namely, visual communication, public address, mass communication, and most importantly public relations. People who are selling products want their buyers to be cognitively sound in their decisions. (i.e. happy and NOT dissonant)

17. I DISAGREE!!!!!Some scholars believe that cognitive dissonance does not exist merely because people do not think enough about their actions for it to be relevant. The only difference between the cognitive dissonance theory and its criticism is the unpleasant feeling one receives as a result of being dissonant.

18. Thank you!!Cognitive DissonanceAlex Zanaboniazanabo@clemson.edu