Trillana, Stephen Kyle B.

Evaluative Paper: Cognitive Dissonance Theory

A psychological theory proposed by Leon Festinger in 1957, the cognitive dissonance theory
attempts to explain an individual’s displeasure of holding two or more conflicting beliefs or
attitudes. It is assumed in the theory that consistency in beliefs, attitudes and behaviors are
desired by individuals. Thus, when new information or stimuli are presented or experienced by
an individual, they would be in a state of cognitive dissonance and would seek to reduce or
eliminate this to feel satisfaction. However, the magnitude and importance of held beliefs are a
prime consideration whether dissonance is achieved. According to Festinger, there are three ways
to reduce or eliminate an individual’s dissonance: (1) the change of attitude or behavior, (2) the
addition of supporting knowledge, and (3) the reorganization of a belief’s importance.
The theory suggests that attitude is not solely reflective of one’s personal values but rather an
amalgamation of one’s behavior. It argues that people alter or conform their attitudes based on
their behavior, even leading to a change in previously held beliefs or values. The use of the
theory in persuasion suggests that individuals are more likely to be swayed by persuasive
messaging that are in line with the individual’s inherent belief system compared to conflicting
new information contradictory to their preconceived notions. This is due to the natural
undesirability of dissonance that an individual would experience. An example of this is the
strategy done by educational institutions wherein educators would question previously held
beliefs of students by highlighting inconsistencies in their attitudes or behaviors for them to
explore new perspectives.
Despite its strengths, the theory presents several limitations. It fails to account for the role of
emotion in attitude change. It may be argued that messages communicated through emotion can
be more persuasive than logical reasoning, even if there are inconsistencies. Furthermore, since
not all people are of the same level of intellect and awareness of the inconsistencies in their own
belief, attitudes, and behaviors, this can limit the effectiveness of the theory as one or both
parties may fail to comprehend each other’s message.
In conclusion, in my opinion, the cognitive dissonance theory is based on the utilization of
knowledge and logic to create cognitive inconsistencies in the beliefs, attitudes and behaviors of
other individuals for them to change.