T22_ Changing Attitudes_ Festinger's Cognitive Dissonance Theory

The Water Experiment

By: Sabrina, Ivy, Lydia, Felicia, Angela and Jason

Presentation Topic Topic 22: Changing Attitudes: Festinger’s Cognitive Dissonance Theory.

Devise an experiment to test Festinger’s Cognitive Dissonance Theory and discuss your findings.

Cognitive Dissonance Theory Festinger hypotheses that: 1. The theory of cognitive dissonance proposes that people have a motivational drive to reduce dissonance by changing, justifying or rationalizing their attitudes, beliefs, and behaviors. 2. When dissonance is present, in addition to trying to reduce it, the person will actively avoid situations and information which would likely increase the dissonance.

Cognitive Dissonance Theory

Sit back and enjoy…

Experiment Findings Demographics of the respondents •Young people along Orchard Road •Mix of both genders

Cognitive Dissonance in Action

Phase 1:

Phase 2:

Phase 3:

Phase 4:

Phase 5:

Knowledge Forming

Conflict

Decision Making

Dissonance

Dissonance Reduction

Cognitive Dissonance in Action Phase 1
Knowledge Forming Knowledge is formed – Respondents tasted water and formed the knowledge that water taste the same.

Phase 2
Conflict Opinion introduced contrasts with their knowledge, thus resulting in conflict. The conflict stage is the juncture at which persuasive efforts are most obviously relevant.

Cognitive Dissonance in Action Phase 3
Decision-Making Go with the flow – “I want to fit in, therefore, I agree with the majority – The water is a bit sweet. Against the flow – “I don’t care what others say. I know it’s not sweet.”

I choose…

Cognitive Dissonance in Action Phase 4
Dissonance “Dissonance is said to be a post decisional phenomenon; Dissonance arises after a decision or choice has been made.” Persuasion: Theory and Research By Daniel J. O’Keefe (2002)

“I trust my taste buds” is dissonant with “I want to fit in”

Phase 5
Dissonance Reduction By deleting one of the existing dissonant cognitions, one can achieve consonance (harmony with one self).

Conclusion •Our findings show that the Cognitive Dissonance Theory stands true in both groups holding different cognitives. •Our Water experiment has effectively proved Festingers’ Cognitive Dissonance Theory.

Q&A