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Gemma looks happy, but she feels miserable. She believes in saving endangered species. However, she went to a party with friends during her vacation and ate Atlantic bluefin tuna, which is on the endangered species list!
Images by wayhomestudio on Freepik
Have you ever made decisions that conflicted with your beliefs?
What did you do to feel better about yourself?
Find out why Gemma's decision is so upsetting and what she could do to feel better.
Gemma's cognitive dissonance explained
For example:
Gemma had two options — eat bluefin tuna with her friends or eat vegetables. Her decision to have tuna didn't align with her belief in saving endangered species.
Fear can force us to comply with requests that conflict with our values (e.g. lying for your boss to keep your job).
Spending money, time, and effort on a project with disappointing results is difficult to accept. We might justify our dissonance by telling ourselves we learned new skills and did better than our competitors.
There are negative and positive ways to respond to cognitive dissonance.
Let's take a closer look at both approaches.
Did you know?
Social Psychologist, Leon Festinger (1957) developed the theory of cognitive dissonance. In one of his studies, he observed members of a cult. The group believed aliens from the planet Clarion would destroy the Earth by flood (only cult members would survive). When there was no flood, the group justified their cognitive dissonance by saying God intervened and saved the planet.
Avoid negative reactions
Trying to convince others that her behaviour is right
Attempting to rationalize her behavior to feel better about herself
Hiding her feelings and actions from others
Becoming angry, frustrated, or defensive about her actions
Ignoring her feelings and situations that remind her of her behavior
Ignoring advice from a counsellor or psychologist
Quiz
In the fox and grapes story, a fox wants a bunch of grapes but can't reach it. After many attempts to get the grapes, he decides he doesn't want them. He walks away and tells himself the grapes are probably sour. Which statement is true about the story?
Choice A is true. The fox desires something and finds it unattainable. He reduces his cognitive dissonance (conflict) by criticizing and rationalizing (C02Partners, "Cognitive Dissonance: Fox and Grapes," 2013).
Did you know?
Marketers use the theory of cognitive dissonance to attract customers. A common strategy is providing factual information about products that align with customers' beliefs and values. For example, some customers may look for labels with statements about good manufacturing practices (GMP), environmentally friendly packaging, and organic ingredients. Customers with these values and beliefs are more likely to purchase these products.
Embrace the positive
The key to managing cognitive dissonance is being honest with yourself. Acknowledge your actions and take positive steps to restore mental harmony.
Here are some helpful steps you can take:
Admit your mistake and forgive yourself. Commit to doing better going forward, and don't dwell on past behavior.
Be clear about your values and beliefs. Think about how you feel when you follow them. Before making decisions, think about how you would feel if you ignored them.
Sometimes our values or beliefs are wrong. Don't be afraid to challenge and change your outlook to restore harmony.
Talk to someone you trust. A parent's or friend's wise advice can help you reflect on your actions and learn how to make better decisions.
Seek professional help if you're unable to restore mental harmony.
Images by wayhomestudio on Freepik
Quiz
You are Gemma's best friend. She tells you about her behaviour and how she feels. What could you say to help her feel better about herself?
D is the best response. Gemma should forgive herself and refuse to eat bluefin tuna next time.
Take Action
Do you feel better equipped to manage your cognitive dissonance?
Below are some additional resources for you. Share your knowledge and these resources with family and friends.
This Byte has been authored by
Garnett Bucknor
Learning Specialist
BA, MEd