Thursday, September 15, 2011
Behavior & Cognitive Dissonance
Festinger's article was not easy to read but the title states it all "The Motivating Effect of Cognitive Dissonance". I see the term as what drives our behavior and reactions to new experiences every day. Conflicts between our present beliefs and decisions we have to make daily form the basis for future beliefs. Dissonance can vary dependent on how much importance the issue holds for us, if the conflicts are similar and if we are able to rationalize our actions. We often rationalize the issue to nothing and no longer see it as a problem. The process used following cognitive dissonance helps us to make different (and hopefully) better and more efficient decisions next time.