Joel Cooper

A new look at dissonance theory

Publisher Summary Cognitive dissonance occurs when a cognition that a person holds follows from the obverse of another. This chapter examines those relationships and proposes a new definition of cognitive dissonance. The state of the empirical findings to move toward a more comprehensive view of dissonance is reviewed in the chapter. When one understands what produces dissonance, it still needs further elaboration of the process to understand adequately the cognitive changes that ensue. The concept of dissonance must be differentiated into the concepts of dissonance arousal and dissonance motivation. It leads to the cognitive changes that are generally associated with cognitive dissonance. The integrative review of dissonance research is provided in the chapter. This survey narrows the scope of the theory, because it identifies the limited conditions under which dissonance effects are most likely to arise; cognitive dissonance is not the product of opposing cognitions. Dissonance theory concepts are applied to a broad range of phenomena so that the formulation remains exceedingly important.

The Nonverbal Mediation of Self-Fulfilling Prophecies in Interracial Interaction

Abstract Two experiments were designed to demonstrate the existence of a self-fulfilling prophecy mediated by nonverbal behavior in an interracial interaction. The results of Experiment 1, which employed naive, white job interviewers and trained white and black job applicants, demonstrated that black applicants received (a) less immediacy, (b) higher rates of speech errors, and (c) shorter amounts of interview time. Experiment 2 employed naive, white applicants and trained white interviewers. In this experiment subject-applicants received behaviors that approximated those given either the black or white applicants in Experiment 1. The main results indicated that subjects treated like the blacks of Experiment 1 were judged to perform less adequately and to be more nervous in the interview situation than subjects treated like the whites. The former subjects also reciprocated with less proximate positions and rated the interviewers as being less adequate and friendly. The implications of these findings for black unemployment were discussed.

The digital divide: the special case of gender

Abstract This paper examines the evidence for the digital divide based on gender. An overview of research published in the last 20 years draws to the conclusion that females are at a disadvantage relative to men when learning about computers or learning other material with the aid of computer-assisted software. The evidence shows that the digital divide affects people of all ages and across international boundaries. We suggest that the digital divide is fundamentally a problem of computer anxiety whose roots are deep in socialization patterns of boys and girls and that interact with the stereotype of computers as toys for boys. A model of the digital divide is presented that examines gender stereotypes, attribution patterns, and stereotype threat as antecedents of computer anxiety. Computer anxiety in turn leads to differences in computer attitudes and computer performance. A number of suggestions are offered to reduce the impact of the digital divide.

Dissonance and Self-perception: An integrative View of Each Theory's Proper Domain of Application

Abstract The literature concerning the controversy between dissonance and selfperception theories is reviewed. It is proposed that the two theories be regarded not as “competing” formulations but as complementary ones and, furthermore, that each theory is applicable only to its own specialized domain. Self-perception theory, it is suggested, accurately characterizes attitude change phenomena in the context of attitude-congruent behavior and dissonance theory attitude change in the context of attitude-discrepant behavior. Attitude-congruent is defined as any position within an individuals latitude of acceptance; attitude-discrepant as any position in the latitude of rejection. An experimental test of these notions produced confirming evidence. Subjects who were given an opportunity to misattribute any potential dissonance arousal to an external stimulus did not change their attitudes, relative to low choice subjects, if they were committed to endorsing a position in their latitude of rejection. If the commitment concerned a position in the latitude of acceptance, however, these subjects did exhibit attitude change relative to low choice subjects.

When exemplification fails : Hypocrisy and the motive for self-integrity

Two experiments investigated how the dissonance that follows a hypocritical behavior is reduced when 2 alternatives are available; a direct strategy (changing behavior to make it less hypocritical) or an indirect strategy (the affirmation of an unrelated positive aspect of the self). In Experiment 1, after dissonance was aroused by hypocrisy, significantly more participants chose to reduce dissonance directly, despite the clear availability of a self-affirmation strategy. In Experiment 2, participants again chose direct resolution of their hypocritical discrepancy, even when the opportunity to affirm the self held more importance for their global self-worth. The discussion focuses on the mechanisms that influence how people select among readily available strategies for dissonance reduction.

Understanding social psychology

Social Psychology: what, why, and how. Social cognition. Knowing the self. Presenting the self. Forming and changing attitudes. Relating actions and attitudes. Attraction and close relationships. Altruism: extending the self to others. Aggression: harming and hurting others. Developing and resolving conflict. Prejudice and stereotypes. Social influence. The dynamics of groups. The environment.

Complex scientific testimony: How do jurors make decisions?

Critics of the civil jury system question whether jurors can adequately evaluate complex expert testimony. Based on current models of research in persuasion, we hypothesized that when expert testimony is complex, factors other than content will influence persuasion. Participants, serving as mock jurors, watched a videotaped trial in which two scientists provided evidence on whether PCBs could have caused a plaintiffs illness. The complexity of the experts testimony and the strength of the experts credentials were varied in a 2×2 factorial design. After watching the videotape, mock jurors rendered a verdict and completed a number of attitude measures related to the trial. Overall, consistent with our prediction, we found that jurors were more persuaded by a highly expert witness than by a less expert witness, but only when the testimony was highly complex. When the testimony was less complex, jurors relied primarily on the content of that testimony, and witness credentials had little impact on the persuasiveness of the message.

Direct Experience and Attitude-Behavior Consistency: An Information Processing Analysis

Attitudes formed through direct behavioral experience with an attitude object have been found to better predict later behavior than attitudes formed through indirect experience. An experiment was conducted to test the hypothesis that an information processing difference exists between direct and indirect experience. Subjects watched a videotape of an individual working examples of a variety of puzzles under instructions to empathize with that person or not. Taking the perspective of the person having the direct experience led Empathy subjects to behave more consistently with their own reported attitudes toward those puzzles than Control subjects. The results suggest that direct experience affects the attitude formation process by altering the way in which the available information is processed.

Dissonance arousal: physiological evidence.

Two experiments were conducted to determine whether cognitive dissonance is accompanied by physiological arousal. In Experiment 1, a standard induced compliance paradigm was replicated and was found to produce the expected pattern of attitude change. In Experiment 2, physiological recordings were obtained within the same paradigm. Subjects who wrote counterattitudinal essays under high-choice conditions displayed significantly more nonspecific skin conductance responses than other subjects, but they did not change their attitudes. The results are interpreted as support for viewing dissonance as an arousal process. The results are also interpreted as indicating that the subjects misattributed their arousal to the physiological recording device. The significance of the findings for dissonance theory, misattribution phenomena, and social psychophysiological research methods is discussed.

Vicarious Dissonance: Attitude Change from the Inconsistency of Others

Three studies support the vicarious dissonance hypothesis that individuals change their attitudes when witnessing members of important groups engage in inconsistent behavior. Study 1, in which participants observed an actor in an induced-compliance paradigm, documented that students who identified with their college supported an issue more after hearing an ingroup member make a counterattitudinal speech in favor of that issue. In Study 2, vicarious dissonance occurred even when participants did not hear a speech, and attitude change was highest when the speaker was known to disagree with the issue. Study 3 showed that speaker choice and aversive consequences moderated vicarious dissonance, and demonstrated that vicarious discomfort--the discomfort observers imagine feeling if in an actors place--was attenuated after participants expressed their revised attitudes.