Cognitive Dissonance and Student Satisfaction

Running head: COGNITIVE DISSONANCE AND STUDENT SATISFACTION
Cognitive Dissonance and Student Satisfaction
Name of the Student
Name of the University
Author Note

1COGNITIVE DISSONANCE AND STUDENT SATISFACTION
Executive Summary
The notion of Cognitive Dissonance, referring to conflicting situations among the behaviours,
attitudes, beliefs and values of individuals regarding specific aspects or actions, has
considerable implications on the level of mental discomfort and psychological stresses which
the individuals seek to reduce. This cognitive dissonance can occur in any aspect or domain
of life and decision-making processes of individuals. Keeping this into consideration, the
concerned research aims to explore the relationship between cognitive dissonance in the
behaviours, attitudes and actions of the students and their overall satisfaction levels in the
aspects of seeking higher education from different universities. For the purpose of the
research, an extensive review of the existing literary and scholarly works is conducted in the
concerned report.

2COGNITIVE DISSONANCE AND STUDENT SATISFACTION
Table of Contents
Introduction................................................................................................................................3
Research Objective.................................................................................................................3
Research Question..................................................................................................................3
Literature Review.......................................................................................................................4
Introduction............................................................................................................................4
Cognitive Dissonance.............................................................................................................4
Types of Relationships among Cognitions........................................................................4
Cognitive Dissonance: Theoretical Framework.................................................................5
Ways to reduce Cognitive Dissonance...............................................................................5
Role of self in Cognitive Dissonance.................................................................................6
Student Satisfaction................................................................................................................7
Theories of student satisfaction..........................................................................................7
Dimensions of Student satisfaction in Universities...............................................................8
Ranking and Reputations of Universities...............................................................................9
Conclusion..................................................................................................................................9
References................................................................................................................................11

3COGNITIVE DISSONANCE AND STUDENT SATISFACTION
Introduction
Human psychology is in general a myriad of complex and simultaneous activities and
responses to stimuli, which have considerable impacts on the life of human beings and on
various aspects of their every day activities, attitudes, beliefs and behaviours, which in turn
considerably effects their decision-making processes and the level of satisfaction or utility
which they derive from the decisions taken by them (Heine 2015). However, many anomalies
and situations occur in the aspects of human behaviours and decision-making attitudes, one of
which is that of the phenomenon of Cognitive Dissonance, which, in a generalised framework
can be referred to a conflicting situation between the beliefs, attitudes and behaviours of
individuals.
Research Objective
The concerned study aims to see the implications of the cognitive dissonance on the
level of satisfaction of the students with the higher educational institutions or colleges where
they choose to study. The concerned study also aims to explore the magnitude of differences
which are present in the level of cognitive dissonance of the students and how that effects
their selection of colleges and also the features of the colleges or higher educational institute
which contribute in the differences in the level of satisfaction of the students.
Research Question
The research question which the study focusses on is as follows:
How cognitive dissonance among the students effect their level of satisfactions in the
universities where they study?