Attitude Theories:

Cognitive Dissonance Theory Assert that
Rationalization Shapes Attitudes

Self-Perception Theory Contends that Behavior
Causes Attitudes

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Attitude Theories
Strayer University
Assignment #3
Psy 110 Online Winter 2012

Felicia McCaw
Attitude Theories
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ABSTRACT

Discussed is the how the formation of attitudes is achieved. Attitudes are formed when reacting to people, objects, things and events. Stimuli is received, processed and help form attitudes and these are the basis for Cognitive Dissonance Theory and Self-Perception Theory.

The Cognitive Dissonance Theory allows the acting out of dissonance between aspects which causes levels of uncomfortableness and a wavering of determination and reflects a need to change because of this. Effective change of dissonance is one of its primary goals.

The Self-Perception Theory uses the process of knowing self and internally analyzing self-behavior and allows the attainment of knowledge of attitudes, beliefs and the ability to do a self-analysis.

When comparing the Cognitive Dissonance Theory and the Self-Perception Theory found is that the Cognitive Dissonance Theory works primarily by discovering that dissonance occurs when perceived inconsistency occurs in their beliefs (thoughts, ideas) and in order to make consonance change is needed. Self-Perception Theory is based on self-knowledge and there is no need for consonance. Reflected also is a chart comparing the negative and positive aspects of both Cognitive Dissonance Theory and the Self-Perception Theory.

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Before discussing the two theories Cognitive Dissonance Theory and Self-Perception Theory and the aspects of both an explanation of how attitudes are formed will be discussed.

Attitudes are formed when reacting to people, objects, things, and events. Stimuli is received and processed and helps form attitudes and these changes are the basis for Cognitive Dissonance Theory and Self-Perception Theory. Also, a lot of aspects that affect a person’s attitudes are negative and positive interaction, environmental changes, legalities, family, marriage, children, education, positive feedback, changing circumstances, exposure to new stimuli, differing perceptions, subconscious, conscious mind, incoming stimuli, cultural clash, interacting with differing cultures, emotions, facial and body language and humor. Further, other factors also assist in attitudes formation and they are self-esteem, prejudice, interpersonal attraction, friendship, love, bad memories and contradictory feelings.

When considering the Cognitive Dissonance Theory all aspects listed above affect a person’s attitude and play a part in acting out dissonance sometimes between the aspects which causes levels of uncomfortableness and a wavering of determination and reflects a change in attitude because of this. If an attitude or cognition causes discomfit then the conscious mind would enact a more comfortable state to relieve the stress and find a solution for comfort (consonance). Usually consonance will win out every time otherwise an increase of unhappiness, sadness would occur and eventually cause internal harm. Because of this several cognitions (thoughts, ideas) can be interchangeably considered at once and the process of changing attitudes or cognitions increases in momentum to achieve or restore consonance based on priorities by importance.

Another part of the Cognitive Dissonance Theory is dissonance and it is the level of discomfort whether high or low and affects the importance of cognitions and the rate at which consonance is sought to correct dissonance. There are four ways to reduce dissonance and restore consonance: (1) Cancel the choice or cognition, (2) Make choice or cognition more attractive, (3) Decrease the attractiveness and (4) Reduce choice or cognition importance. Below is an example of the Cognitive Dissonance Theory to reduce or correct dissonance:

“My car is nearly paid off.” (Truth)

“My car is too beat up to keep.” (Lie)

Because I lied I have a feeling of discomfit and alter my statement to read as follows:

“My car is nearly paid off and needs a few repairs.”

The Self-Perception Theory uses the process of knowing self and internally analyzing self-behavior and allows the attainment of knowledge of attitudes, beliefs and the ability to do a self-analysis. Because a self-analysis is able to be done the discovery of internal states allow

Attitude Theories
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picking up cues from behavior in certain situations, reactions to circumstances, behavioral patterns in different environments and if unable to do a self-analysis then it is like looking from the outside inwardly. Because of this ability to know and comprehend self it is very influential because of its simplicity of use and in understanding the true hidden part we keep from the world. Below is an example of the Self-Perception Theory which has no dissonance:

“My car is nearly paid off.” (Truth)

“My car is too beat up to keep.” (Truth)

Because of the Self-Perception Theory flexibility I have no feeling of guilt for over exaggerating the situation and don’t have to alter my statement.

When comparing and contrasting the Cognitive Dissonance Theory and the Self-Perception Theory found is that the Cognitive Dissonance Theory works primarily by discovering that dissonance occurs when a perceived inconsistency occurs in their beliefs (thoughts, ideas) and in order to make consonance modification it has to be done to uphold consistency. Whereas the Self-Perception Theory is based on self-knowledge and there is no need for restoring of consonance because it does not apply. Also, Self-Perception Theory is more in depth and utilizes self-discovery and exploring self is expansive and sometimes going outwardly and looking inwardly allows a lengthy amount of time to analyze. Furthermore the contrast between the two theories reflects the following differences reflecting the positive and negative aspects of both: Chart 1

Cognitive Dissonance Theory Self-Perception Theory

Negative Positive Negative Positive

No Self-Analysis Needed Motivated to Decrease

Dissonance Unable to get true analysis sometimes Looking Inward Helps Change

Assumptions Made Consistency No Assumptions Made

Adjust Behavior or Attitudes When Conflicts Occurs Produces Something

Positive Influential

Attitude Changes When Conflict Occurs Able to Resolve Dissonance Able to Change Attitudes by Self-Analysis

Can Explain the Adjustment of Self-Knowledge under different conditions Can Explain the Adjustment of Self-

Knowledge under different conditions

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Chart 1 – (continued)

Cognitive Dissonance Theory Self-Perception Theory

Negative Positive Negative Positive

Encourager Encourager

New Self-Knowledge

Constantly

Inconsistency must exist between cognitions to adjust to consonance Inconsistency must exist between cognitions to adjust to consonance No need for consistency between prior beliefs and behavior
Can explain the adjustment of Self-Knowledge Can explain the adjustment of Self-Knowledge

Consequently, both the Cognitive Dissonance Theory and Self-Perception Theory are able to explain adjustment of self-knowledge under different conditions and can work on a complementary basis. Further both are effective and move effortlessly when adjusting cognitions to adhere to whatever situation or occurrence that occurs.


REFERENCES

Bem, D. J. & McConnell, H.K (1970). Testing the Self-Perception Explanation of Dissonance Phenomena: On the Salience of Premanipulation Attitudes. Journal of Personality and Social Psychology14(1), 23-31. Retrieved from
http://www.dbem.ws/Testing SP Theory.pdf
(Bem & McConnell 1970).
Fazio, R.H. & Zanna, M.P. & Cooper, J.(1977). Dissonance and Self-perception: An Integrative View of Each Theory’s Proper Domain of Application. Journal of Experimental Social Psychology 13, 464-479. Retrieved from
http://heatherlench.com/wp-content/uploads/2008/06/fazio.pdf
(Fazio & Zanna & Cooper 1977)
Greenwald, A.G. (1975). On the Inconclusiveness of “Crucial” Cognitive Tests of Dissonance Versus Self-Perception Theories. Journal of Experimental Social Psychology 11(5), 490-499. Retrieved from
http://www.sciencedirect.com/science/article/pii/0022103175900517
(Greenwald 1975)
What-When-How. Self-Perception Theory (Social Science). Retrieved from
http://what-when-how.com/social-sciences/self-perception-theory-social-science/
Nursing Theories. (2011), Cognitive Dissonance Theory. Retrieved from
http://currentnursing.com/nursing_theory/cognitive_dissonance_theory.html
Communication Institute for Online Scholarship. Cognitive Dissonance Theory. Retrieved from
http://www.cios.org/encyclopedia/persuasion/Dcognitive_dissonance_1theory.htm