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Cognitive dissonance theory of communication was initially advanced by American psychologist Leon Festinger in the 1960s. Festinger theorized that cognitive dissonance usually arises when a person holds two or more incompatible beliefs simultaneously. [81]
Cognitive dissonance – was originally based on the concept of cognitive consistency, but is now more related to self-concept theory. When people do something that violates their view of themselves, this causes an uncomfortable state of dissonance that motivates a change in either attitudes or behaviour (Festinger, 1957).
Cognitive dissonance theory insists that dissonance is a psychological state of tension that people are motivated to reduce (Festinger 1957). Dissonance causes feelings of unhappiness, discomfort, or distress. Festinger (1957, p. 13) asserted the following: "These two elements are in a dissonant relation if, considering these two alone, the ...
According to cognitive dissonance theory, there are three types of cognitive relationships: consonant relationships, dissonant relationships, and irrelevant relationships. Consonant relationships are when two elements, such as beliefs and actions, are in equilibrium with each other or coincide.
Attitudes are associated beliefs and behaviors towards some object. [1] [2] They are not stable, and because of the communication and behavior of other people, are subject to change by social influences, as well as by the individual's motivation to maintain cognitive consistency when cognitive dissonance occurs—when two attitudes or attitude and behavior conflict.
Cognitive dissonance is powerful when it relates to competition and self-concept. The most famous example of how cognitive dissonance can be used for persuasion comes from Festinger and Carlsmith's 1959 experiment in which participants were asked to complete a very dull task for an hour.
Mood management theory posits that the consumption of messages, particularly entertaining messages, is capable of altering prevailing mood states, and that the selection of specific messages for consumption often serves the regulation of mood states (Zillmann, 1988a). Mood management theory now belongs to a larger group of theoretical ...
Disconfirmed expectancy is a psychological term for what is commonly known as a failed prophecy.According to the American social psychologist Leon Festinger's theory of cognitive dissonance, disconfirmed expectancies create a state of psychological discomfort because the outcome contradicts expectancy.