DISSONANCE IS CREATED when new evidence conflicts with a belief you currently hold. Cognitive dissonance theory says that when dissonance occurs the situation can be resolved by either discarding the new evidence or discarding the old belief (Festinger, Riecken, Schachter, 1956). An understanding of cognitive dissonance would enable instructors and designers to gain further insight into the processes individuals experience when presented with information designed to change attitudes.

"Dissonance" is a state of psychological discomfort that results from a conflict between a currently held belief and evidence that an opposing belief may be true (Aronson, 1992). Beliefs can encompass ideas, attitudes, and opinions held by an individual and are expressed through thoughts and behaviors.

A critical component of cognitive dissonance theory is that the contradictory evidence that is presented to an individual must be credible evidence. Otherwise there would be no need for the individual to struggle with these competing beliefs. Once dissonance occurs, individuals are highly motivated to resolve this struggle.

There are two general categories of resolutions, the individual can either discard the original belief or disregard the contradictory evidence. These types of resolutions are illustrated in the following two examples from scenes of It's a Wonderful Life. 

George Bailey expresses his desires to leave Bedford Falls and travel and go to college. He has his whole life planned out. A situation arises in which he must decide whether he will leave, his original belief, or stay to run the Building and Loan. This situation produces a dissonant state for George because if he doesn't stay, the villain, Mr. Potter, will take over the business, something he feels would not be beneficial for the town. He resolves this situation by discarding his original belief and accepting the evidence that he must stay and run the Building and Loan.

George Bailey must decide whether to

go to college or stay in Bedford Falls.

Many years have passed and George is now in a desperate situation. He asks Mr. Potter for a help, to keep the Building and Loan from bankruptcy and to keep himself out of jail. George experiences a dissonant situation when Mr. Potter tells George he is worth more dead than alive. George begins to contemplate suicide. Throughout the movie he has expressed his passion for life, but the evidence Mr. Potter presents is very compelling. George resolves this situation when, presented with further information, he decides not to kill himself.

George Bailey must decide whether

he is worth more dead or alive.

For further information on attitude change, see the following EET articles:

• Attitude Change

• TV Stereotypes

Milly Noy
Graduate Student,
SDSU Educational Technology