The prediction that people can experience dissonance vicariously is based on a combination of dissonance theory with social identity theory (McKimmie, 2015; Tajfel, 1970; Tajfel & Turner, 1986; Hogg, 2001). The social group takes paramount importance in social identity theory because it is one of the major roots of people’s self-worth. They form common bonds with fellow group members, taking satisfaction in the success of their group and the successes of the individuals who comprise the group.
With decision freedom set high, people changed their attitudes as predicted by dissonance theory, but dissonance did not operate when people were forced to behave. There are two ways in which this elegantly straightforward experiment upended traditional thinking. Within social psychology, the study made clear that dissonance theory cognitive dissonance and addiction was not the same as previous balance theories.
When considering and administering therapy for addiction recovery, it’s essential to evaluate different therapeutic methods. Only when they are ready can they possibly have a chance to see the cognitive dissonance for what it is and the damage their addiction has caused. Many people need to hit personal rock bottom to see through the denial and decide that they’ve had enough. Cognitive dissonance creates a world for the addict where they can rationalize their need for the substance.
21st century literature shows an accelerating number of practical procedures that are being used and assessed, particularly in the health improvement field. Based on cognitive dissonance theory, the Body Project was developed as an intervention to help people with faulty body images and eating disorders (Stice, Rohde & Shaw, 2013). Evaluation studies have shown this approach to have significant impact on eating disorders among women in a United States sample (Green et al., 2018) and body image satisfaction among men in the United Kingdom (Jankowski et al, 2017). This is as it should be, as arguably no theory has been more frequently studied, criticized, supported and modified than cognitive dissonance.
Rather than creating change as a direct function of its magnitude, reward seemed to have had the opposite effect in the dissonance situation. People who made statements for large rewards were less likely to believe their statements than people who acted for small rewards. By the end of the 1960’s, dissonance was arguably the most prominently researched theory in social psychology.
More than 60 years ago, Leon Festinger made a modest proposal by suggesting that people who hold two or more cognitions that are psychologically inconsistent experience a state of psychological discomfort called cognitive dissonance. Moreover, the state of dissonance has drive-like properties, motivating people to seek its reduction. That relatively straightforward description of the relationship among cognitions led to decades of research that supported, contradicted and modified the theory. It led to innovations in understanding people’s motivations for the attitudes they hold, the behaviors they engage in and the preferences they express. It also led to innovations in leveraging the dissonance process to help people with important practical considerations such as improving their mental and physical health.