guerillagirl – user experience designer

guerillagirl's (ux) design journal

On cognitive dissonance and rewards

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„We try to reduce the dissonance between how we think we should act and how we actually act by changing one or the other“

This is interesting because it is contrary to incentive / economic theories which claim that the higher the reward will be the more likely people will change their mind – but only if there is a mismatch between my internal attitudes, values an or core beliefs and how I actually act.

The video shows excerpts of a classic experiment in social psychology conducted by Leon Festinger and James M Carlsmith in 1959 which is called “Cognitive Consequences of Forced Compliance“. Forced compliance is very closely related to the theory of cognitive dissonance which states that there will be the mental discomfort (psychological stress) experienced by a person who simultaneously holds two or more contradictory beliefs, ideas, or values. This, in turn, is related to one of the main principles in Gestalt Theory: The principle of good form.

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