Leon Festinger’s theory on cognitive dissonance is important in PR.
Festinger’s theories continue to be a central part of psychology curricula worldwide, and his work is frequently cited in new research, demonstrating the lasting impact of his contributions to the field.
His theories are especially interesting for public relations.
But who was he?
Here we go:
Leon Festinger
Leon Festinger (1919 – 1989)
Leon Festinger was a prominent American social psychologist, most famous for developing the theory of cognitive dissonance in the late 1950s. Born on May 8, 1919, and passing away on February 11, 1989, Festinger made significant contributions to the field of social psychology, leaving a lasting impact through his innovative theories and research.
Festinger’s most notable contribution, the theory of cognitive dissonance, revolutionized the understanding of human behaviour and motivation. This theory proposes that people experience psychological discomfort, known as cognitive dissonance when they hold contradictory beliefs, attitudes, or behaviors. To alleviate this discomfort, individuals are motivated to change their beliefs, attitudes, or behaviours to achieve consistency.
“Cognitive Dissonance is a real phenomenon that leads to irrational actions like confirmation bias and causal self justifications, as individuals seek to reduce the inconsistency between their beliefs and actions.”
Source: Perspectives on Psychological Science 1Boek, D. (2011). Cognitive Dissonance. Perspectives on Psychological Science, 6, 101 – 98. https://doi.org/10.1177/1745691610393526
Beyond cognitive dissonance, Festinger contributed significantly to social comparison theory and the study of social influence and group dynamics. His social comparison theory suggests that people evaluate their abilities and opinions by comparing themselves to others, especially when objective benchmarks are unavailable.
Festinger’s work extended to various other areas, including research on the effects of group pressure on individual judgment, the determinants of behaviour in social situations, and the psychological underpinnings of propaganda. His research methods and theoretical frameworks continue to influence contemporary psychology, making him one of the key figures in the history of social psychology.
Learn more: Leon Festinger — The Psychologist Behind Cognitive Dissonance
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Who Was Leon Festinger?
Festinger initially studied psychology at the City College of New York. Still, he transferred to the University of Iowa, where he studied under Kurt Lewin, a significant figure in social psychology. This mentorship profoundly influenced his future work. 2Over his career, Festinger held academic positions at several prestigious institutions, including Stanford University, the University of Michigan, and The New School for Social Research in New York. … Continue reading
Before fully developing his theory of cognitive dissonance, Festinger worked on several other projects. He was involved in research on the visual perception of motion, contributing to the field of Gestalt psychology. Festinger frequently collaborated with other notable psychologists, such as Stanley Schachter and Henry Riecken. This collaborative work often led to significant developments in social psychology.
Festinger was known for his innovative research methods. He used various experimental techniques, including what is now known as “participant observation.” In one famous study, he infiltrated a doomsday cult to observe and understand the effects of disconfirmed beliefs. 3When Prophecy Fails. (2023, October 28). In Wikipedia. https://en.wikipedia.org/wiki/When_Prophecy_Fails
In the later stages of his career, Festinger’s interests shifted towards the visual system and the perception of colour, which marked a significant departure from his earlier focus on social psychology.
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PR Resource: Cognitive Dissonance
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Cognitive Dissonance
The theory of cognitive dissonance, formulated by American social psychologist Leon Festinger in the late 1950s, is a cornerstone concept in the field of psychology, particularly in understanding human motivation and behaviour.
“Cognitive dissonance is a distressing mental state in which people feel they are acting or holding opinions that do not fit with their knowledge or beliefs.”
Source: Handbook of Theories of Social Psychology 4Cooper, J. (2012). Cognitive dissonance theory. Handbook of Theories of Social Psychology: Volume 1, 377 – 397. https://doi.org/10.4135/9781446249215.N19
The cognitive dissonance theory posits that individuals naturally seek consistency among their cognitions (i.e., beliefs, opinions, and knowledge). An inconsistency between attitudes or behaviours (dissonance) creates a state of psychological discomfort, leading the individual to attempt to reduce the dissonance and achieve consonance (consistency).
“Emotions play a crucial role in maintaining and changing beliefs and attitudes, with cognitive dissonance theory suggesting that negative emotions can motivate cognitive work to reduce cognitive inconsistencies.”
Source: Cambridge University Press 5Harmon-Jones, E. (2000). A cognitive dissonance theory perspective on the role of emotion in the maintenance and change of beliefs and attitudes. Cambridge University Press, 185 – 211. … Continue reading
Cognitive dissonance can occur in various situations, such as when a person’s behaviour conflicts with their self-image, new information contradicts deeply held beliefs, or when a decision conflicts with alternative choices.
Examples of irrational behaviours when experiencing discomfort caused by dissonance:
The theory of cognitive dissonance has been widely influential in psychology and fields like marketing, public relations, and decision-making studies. It has helped explain various behaviours, from small-scale personal decisions to large-scale social and political attitudes.
“Dissonance theory has regained popularity in social psychology, blending cognition and motivation in a way that hasn’t been seen since the mid-1970s.”
Source: Psychological Inquiry 6Aronson, E. (1992). The Return of the Repressed: Dissonance Theory Makes a Comeback. Psychological Inquiry, 3, 303 – 311. https://doi.org/10.1207/S15327965PLI0304_1
Learn more: Cognitive Dissonance: Mental Harmony Above All Else
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PR Resource: Logical Fallacies and Biases
List of Logical Fallacies and Biases
As humans, we often fall for the tricks our own psychology plays on us. These “thinking errors” exist because they’ve often aided our survival. However, knowing and understanding various types of common fallacies and biases is helpful in everyday life.
Here are a few examples of logical fallacies and biases that I’ve come across while studying public relations and linguistics:
Learn more: 58 Logical Fallacies and Biases
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ANNOTATIONS
| 1 | Boek, D. (2011). Cognitive Dissonance. Perspectives on Psychological Science, 6, 101 – 98. https://doi.org/10.1177/1745691610393526 |
|---|---|
| 2 | Over his career, Festinger held academic positions at several prestigious institutions, including Stanford University, the University of Michigan, and The New School for Social Research in New York. Festinger received numerous awards for his contributions to psychology, including the American Psychological Association’s Distinguished Scientific Contribution Award in 1959. |
| 3 | When Prophecy Fails. (2023, October 28). In Wikipedia. https://en.wikipedia.org/wiki/When_Prophecy_Fails |
| 4 | Cooper, J. (2012). Cognitive dissonance theory. Handbook of Theories of Social Psychology: Volume 1, 377 – 397. https://doi.org/10.4135/9781446249215.N19 |
| 5 | Harmon-Jones, E. (2000). A cognitive dissonance theory perspective on the role of emotion in the maintenance and change of beliefs and attitudes. Cambridge University Press, 185 – 211. https://doi.org/10.1017/CBO9780511659904.008 |
| 6 | Aronson, E. (1992). The Return of the Repressed: Dissonance Theory Makes a Comeback. Psychological Inquiry, 3, 303 – 311. https://doi.org/10.1207/S15327965PLI0304_1 |
