Cognitive Dissonance Theory Leon Festinger (1957)
Cognitive dissonance theory was one of the major theoretical contributions of the 1950s. It was so influential because its predictions are counter intuitive. It has generated hundreds of research studies and books.
A.	Cognitive dissonance is about cognitive elements. Cognitive elements are bits of knowledge and opinions or beliefs about one's behavior and one's surroundings. For example, the knowledge that I smoke heavily and the knowledge that smoking causes cancer.
B.	Possible relationships
	1.	Irrelevant--I smoke and its raining in Algeria
	2.	Consistent--I smoke and I believe that smoking is sexy
	3.	Inconsistent--I smoke and cancer
C.	Two basic hypotheses
	1.	Dissonance motivates one to reduce tension by changing attitudes or behavior
	2.	Dissonance motives one to avoid situations that would heighten dissonance.
D.	Conflict and dissonance
	1.	Conflict--before a decision
	2.	Dissonance--after a decision
E.	The forced compliance paradigm
	1.	Attitudes can be changed by inducing people to behave inconsistent with their attitudes.
	2.	The inducement must be minimal--just enough to get compliance. If too much, then the inducement is the explanation for the behavior.
	3.	The crucial theoretical statement--the less pressure to comply the more attitude change.
F.	The Festinger and Carlsmith (1959) peg turning task. Five minute video (20:48-25:21)
	1.	Will there be more attitude change in the $20 condition or the $1 condition?
G.	Cohen (1959) counter attitudinal essays
	1.	Paid $10, $5, $1, or $0.50 for writing a counter attitudinal essay
H.	Aronson and Carlsmith Forbidden Toy study
	1.	This is a study of resistance to temptation with four-year old children
	2.	Highly desirable toy
		a.	Control--the toy was removed (no temptation)
		b.	Threat of severe punishment
		c.	Threat of mild punishment
	3.	Re-ratings of desirability of the toys
I.	Eating grasshoppers (Zimbardo, 1965)
	1.	Male Army reservists were asked to try a new food--a plate of fried grasshoppers
	2.	Treatment conditions
		a.	Pleasant, likeable ROTC officer
		b.	Unpleasant, rude ROTC officer
	3.	Ratings of desirability of eating fried grasshoppers
J.	The Doomsday Cult
K.	Patty Hearst