Cognitive Dissonance: Theory, Studies, and Application in Reducing Plastic Bag Use

Running head: COGNITIVE DISSONANCE
Cognitive Dissonance
Name
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COGNITIVE DISSONANCE 1
Abstract
The theory of cognitive dissonance (CDT) explains that people would always undergo a state of
mental discomfort when they take a choice that was contrary to their expectations and
preference. In dealing with the discomfort, most people accept the change and alter their
preferences to align with what they have got. The process of this change starts with an individual
holding two or more contradicting cognitions. Examples of these are like political affiliation,
choices on a particular product or subject. The fact that one must choose a contradicting
preference puts someone into an unpleasant state and the feeling remains until the person
resolves it through an alteration of the cognition. The aim of this paper would be to discuss the
phenomenon of cognitive dissonance. The paper would explain what it is, and analyze different
studies both in support and against the theory. The paper would further discuss how application
of TCD can be applied in supermarkets to reduce the use of plastic bags. Finally, the paper will
draw a conclusion on the entire theory of cognitive dissonance.
Keywords: Cognitive Dissonance, Commitment, Hypocrisy

COGNITIVE DISSONANCE 2
Cognitive Dissonance
Dissonance is an uncomfortable motivational experience that comes when a person’s
cognitive behaviors become inconsistent with each other. For a resolution, dissonance reduction
requires a shift in the attitudes, beliefs or values to disregard the inconsistency. Thus, an
individual will have to choose one option and leave the other. The reduction of the inconsistency
makes someone change the preferences and desire. The person would then create more
connection with the chosen object and heightened the disconnection with the rejected choice.
This paper would be discussing the phenomenon of cognitive dissonance. The paper will draw
more information by comparing the studies conducted, and then conduct an application of this
phenomenon on the reduction of the use of plastic bags in the supermarket.
The phenomenon of cognitive dissonance
CDT theory was developed in (Festinger, 1962). The theory suggested that people hold
two or more conflicting cognitions. The contradiction causes an unpleasant feeling to an
individual, and this continues until they resolve by changing the cognition to attain the balance
(Festinger, 1962). After the development of this theory by Festinger, other tests followed which
settled on the same stand after undergoing a moment of this conflict and choosing between one
of the choices, people who settle on the weaker incentive alter their attitudes and behaviors to
suit the favored choice (Festinger & Carlsmith, 1959). Later all these thoughts have been
compiled in (Aronson, 1992) which is a recapture of earlier work of Festinger, and it paints a
clear picture of an understanding of human behaviors and thoughts.
The early studies on CDT informed the future studies in areas of social psychology
causing more researchers to undertake studies on people’s behaviors in different areas of
development. For instance, the work of (Wang, 2018) analyzed how cognitive dissonance

COGNITIVE DISSONANCE 3
changes the political environment. Other researchers have focused on the application of the
theory in the society. Examples of these are (Lashley, 2009) who invoked CDT to provide an
understanding on ways in which political strategists use propaganda and changes to effectively
swift voters decisions.
In his recapture on the work of Festinger, Aronson states that CDT provides a powerful
vehicle when challenging other theories such as the reinforcement theory (Aronson, 1992).
Among the explanations given by Aronson is that CDT discovers the limitations on other
theories such as the reinforcement theory’s suggestion that rewarding individuals for saying
something would cause them to become obsessed with their statements (Aronson, 1992). Instead,
Arson explains that people are more inclined to believing their lies when they receive an under-
reward for telling such lies (Aronson, 1992). A justification of this statement is further provided
when Aronson states that people are more likely to remain in a group that they receive harsh or
severe initiation that those groups that are free to join (Aronson, 1992). In support, (Chen &
Risen, 2010) explains that even in writing, individuals who freely opt to write counter-attitudinal
essays later come into an agreement with its position than the ones who are compelled to write
the essays. In the rationale of environmental conservations, the models developed within this
theory such as the commitment and hypocrisy paradigm have been seen to castigate the use of
plastic bags.
The work of (Harmon-Jones, Harmon-Jones, & Levy, 2015) takes an action-based model
to explain the CDT. The authors start by saying that most of the situations that create dissonance
are the results of difficult decisions which require a commitment to actions. Once a person
chooses one action, the focus on acting to it, and labor to translate that intended behavior or
attitude into something actionable created the dissonance reduction (Harmon-Jones et al., 2015).