TEORI DISONAN KOGNITIF/ COGNITIVE DISSONANCE THEORY Based on the research of Leon Festinger (1957)
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Transcript of TEORI DISONAN KOGNITIF/ COGNITIVE DISSONANCE THEORY Based on the research of Leon Festinger (1957)
TEORI DISONAN KOGNITIF/ COGNITIVE DISSONANCE THEORY
Based on the research of Leon Festinger (1957)
Objectives:
Menerangkan tentang konsep utama teoriexplain the main concepts of theory Mengenalpasti andaian2 teoriIdentify the assumptions of theory Memahami proses tekanan kognitifUnderstanding the process of cognitive
dissonance Mengaplikasi teroi dalam kehidupan harian
dan dalam penyelidikanapply the theory in everyday life and research
Main concepts Kognisi/ Cognitions:- Cara kita mengetahui, mempercayai, membuat
pertimbangan, berfikirWays of knowing, beliefs, judgments, and thought
Cognitive dissonance:- Feeling of discomfort resulting from inconsistent
attitudes, thoughts, and behaviors
Consonance relationship:- Two elements in equilibrium with each other
Dissonant relationship:- Two elements that in disequilibrium with each
other
Irrelevant relationship:- Two elements that have no meaningful relation
to each other
The process of cognitive dissonance
Inconsistent attitudes,
thoughts, and behavior
Unpleasant arousal
Feelings of disonance
change that removes
inconsistency
result in
results in
reduced by
The experience of dissonance—incompatible beliefs and actions or two incompatible beliefs—is unpleasant, and people are highly motivated to avoid it. In their efforts to avoid feelings of dissonance, people will ignore views that oppose their own, change their beliefs to match their actions (vice versa), and/or seek reassurances after making a difficult decision
Assumptions Human being desire consistency in their
beliefs, attitudes, and behaviors
Dissonance is created by psychological in consistencies
Dissonance is an aversive state that drives people to actions with measurable effects
Dissonance motivates efforts to achieve consonance and efforts toward dissonance reduction
Consistency in Beliefs, Attitudes, and Behavior
Beliefs: I have been blessed with good fortune
People who have good fortune should share with others
Attitude:I like to volunteer my time for the good of others
Behavior:I tutor at the Literacy Center twice a month
Concepts and Process of Cognitive Dissonance Magnitude of dissonance:- Quantitative amount of discomfort felt
Factors that influence magnitude of dissonance:
- 1. degree of importance – how significant the issue is
- 2. dissonance ratio – amount of consonant cognitions relative to dissonant ones
- 3. rationale – the reasoning employed to explain the inconsistency
Coping with Dissonance 1. Adding to our consonant beliefs
2. reducing the importance of our dissonant beliefs
3. changing our beliefs
4. changing our behavior
Cognitive Dissonance and Perception Theory predict: people will avoid information that increase
dissonance
Perceptual process: Selective exposure selective attention
selective interpretation selective retention
Selective exposure:Method for reducing dissonance by seeking
information that is consonant with current beliefs and actions
Selective attention:Method for reducing dissonance by paying
attention to information that is consonant with current beliefs and actions
Selective interpretation:Method for reducing dissonance by interpreting
ambigous information so that it becomes consistent with current beliefs and actions
Ingatan Terpilih/ Selective retention:Kaedah mengurangkan tekanan dengan
mengingat maklumat yang sesuai atau selari dengan nilai, kepercayaan, tindakan sendiri.
Method for reducing dissonance by remembering information that is consonant with current beliefs and actions
Cognitive Dissonance Theory and Persuasion Buyer’s remorse:- Post decision dissonance related to a purchase- The dissonance that - people often feel after deciding on large
purchase.- Eg. automobile purchase (Donnelly &
Ivancevich, 1970):- located people who were waiting for delivery of cars they had signed contracts to buy. These people divided into 2 groups. I group were contacted twice to reassure them about the wisdom of their purchase. The other group was not contacted between the contract signing and the delivery of the car.
-result: about twice as many in the group than was not contacted canceled the order
- morale: dissonance maybe activated after making a decision
Minimal Justification Offering the least amount of incentive necessary to
obtain compliance Eg. From Festinger n Carlsmith (1957) experiment:
Recruite male students to a boring, repetitive tasks: sorting into lots of twelve and giving square pegs a quarter turn to the right.
After 1 hour – experimenter ask the student to do him a favor: they need another person to continue doing the task and offered to pay the participants to recruit a woman* in the waiting room by telling her how enjoyable the task was.
Some of the men were offered 1 dollar to recruit the woman and the other were offered 20 dollar for the same behavior.
* a research assistant that help researcher examine how the men tried to persuade her.
Result: - those who received 20 dollar for recruiting the woman said that they really thought the task was boring. - 1 dollar group stated they really believed the
task was enjoyable Doing something a person does not believe in
for a minimal reward set up more dissonance than doing that same thing for a larger reward.