Application of Cognitive Dissonance in Real Life

[Application of Cognitive Dissonance in Real Life]

The characteristics of cognitive dissonance theory explained so far involve understanding human behavior that contradicts intuition. This can be practically applied in several fields:

 

Education

In education, cognitive dissonance is often utilized for motivation. Dissonance arising from the desire to solve problems can significantly influence students. Researchers have discovered that refraining from providing external rewards can strongly impact student motivation. This can be explained by the self-justification effect of no rewards or punishments. For instance, when kindergarteners were promised rewards for completing puzzles, they showed less interest compared to those not promised rewards. Researchers concluded that external rewards can diminish intrinsic motivation, leading to less enjoyment compared to voluntary engagement.

 

Mental therapy

Cognitive dissonance theory is also applied in psychotherapy. Some social psychologists argue that clients who freely choose and invest effort and money into their therapy experience better outcomes. One study proved that obese children who freely chose their treatment achieved greater weight loss.

 

Social Behavior

In health and social behavior, cognitive dissonance can promote health-related campaigns. For instance, campaigns promoting condom use or discouraging littering, racial discrimination, or speeding compliance encourage individuals to comply and achieve their goals, reducing cognitive dissonance.

 

Marketing

Understanding and studying consumers' cognitive dissonance is frequently used in marketing. Three conditions cause cognitive dissonance when consumers make a purchase: significant financial involvement, freedom of choice among alternatives, and irreversible decision-making. Lindsey Mullikin's research identifies three consumer responses to unexpected price changes: sticking with the previous product, changing attitudes, or simply accepting the change. Cognitive dissonance occurs when consumers choose products based solely on beliefs and selectively perceive information. Significant price differences or vastly superior alternatives can prompt behavioral change, prioritizing economic satisfaction over cognitive dissonance-induced satisfaction.

 

Cognitive dissonance is also useful in managing and explaining past purchases. If a consumer finds another product more satisfying, they may no longer buy the previous product. Marketers continuously reassure buyers that their product satisfies their needs, thereby reducing cognitive dissonance and encouraging repeat purchases.