Cognitive Dissonance
Thursday, July 7th, 2011
I love Wikipedia.
Time was when a University Professor with a string of letters came on the radio spewing forth obfuscating psychobabble I had nothing to fight back with. Now, through the miracle of the internet – specifically that grand field leveler known as “Wikipedia” – with a few clicks of a mouse and five minutes of scanning, I can tell in an instant whether the aforementioned academic egg-head has anything worth saying or is as full of hot air as the Montgolfier brothers’ famous balloon.
Occasionally, my Wikipedia habit produces insights that surprise even me.
This morning’s exercise began with an NPR radio spot where the host interviewed a University professor who had concluded a study on attitudes toward drinking among college students.

The academic raised the interesting statistic that most of the students who took part in the study played down the negative aspects to their alcohol consumption, even when those negatives were readily apparent. (Some examples of negatives the Professor cited were: throwing up, passing out, and urinating on oneself.)
Everything was clear in the interview until the Professor trotted out the term “cognitive dissonance” to describe what he was talking about. Cognitive dissonance? Give me a break.
As I said, before the internet, I would have no choice but to bang my head against the wall and admit that as a poor uneducated slob who slept through psychology 101 I couldn’t begin to pretend I knew what he was talking about. Now, however, through the wonders of Wikipedia, a quick Google search turned up the following:
Cognitive dissonance is an uncomfortable feeling caused by holding conflicting ideas simultaneously. The theory of cognitive dissonance proposes that people have a motivational drive to reduce dissonance. They do this by changing their attitudes, beliefs, and actions. Dissonance is also reduced by justifying, blaming, and denying.
Okay, instant comprehension. Eighteen-year olds downplay their negative experiences with alcohol because they’re in denial. No surprise there. Don’t need a college degree or a psychology study to see that one coming. The next paragraph, however, produced a rather startling “aha” moment.
People are biased to think of their choices as correct, despite any contrary evidence. This fact sheds light on otherwise puzzling irrational and destructive behavior.
The college drinkers deny that their behaviors have negative consequences because as humans they are hardwired to think that whatever choices they make – be it their choice in friends, the car they purchase or how much they drink – are the correct ones. If evidence to the contrary emerges – such as the irrefutable negatives associated with puking in the gutter or pissing one’s pants – cognitive dissonance theory predicts people are likely to reduce the uncomfortable feeling, not by changing their behavior, but by denying that the evidence exists.
Spread across the spectrum of human endeavor, Cognitive Dissonance indeed sheds light on some rather strange behavior.
In the stock market, it is a well known fact that people often stay invested in a stock long after it is obvious that it is toast. Like squirrels hanging onto a broken branch all the way to the ground, we follow the stock all the way to the cellar, Cognitive Dissonance tells us, because we are hard-wired not to admit we’ve made a mistake.
A woman who stays with an abusive husband is easily explained by the notion that the wife simply can’t bring herself to ease her discomfort over the evidence her mate is lower than pond slime because that would require her to admit she’d made a bad choice.
In politics, the theory of cognitive dissonance seems particularly appropriate. As voters, we tend to support the candidate we voted for long after it is obvious he or she is in no way living up to our expectations. We may feel bad, uncomfortable, even cheated, but we can’t accept the facts surrounding our disappointment because to do so would force us to admit that our voting decision had been a bad one.
Even when we do change our minds, CD theory indicates we often seek to make excuses or put the blame outside ourselves. Thus, “I lost money because I got bad investment advice,” or “Obama’s not doing what I’d hoped because of republicans in the House,” become mantras designed to avoid facing the reality that we simply voted in the wrong individual.
Okay, soapbox time:
I believe very strongly that success in life hinges at least in part on being honest with oneself. If you want to become great at anything, you simply can’t do it by lying to yourself, or coddling yourself, or refusing to admit when you have made an error. Thus, Cognitive Dissonance is something that everyone should be aware of in themselves. It is also something you should be aware of in those around you. Next time you see an investor blame his stockbroker for his failure to make money, or if you hear someone in an abusive relationship say, “he/she can’t help it,” or “I asked for it,” next time you hear someone express disappointment in an elected official, recognize that what they are really trying to do is ease their cognitive dissonance without recognizing that at least part of the cause of their discomfort lies within themselves.
As a voter, I’m horribly disappointed with Barrack Obama. In a surprising number of areas, from the economy, to war, to erosion of civil rights, and now his incipient caving on Social security and Medicare, I feel the President has not come close to fulfilling his inspiring promise of “change.” But if I am to be honest, I have to force myself to remember, no one put a gun to my head and said you have to vote for this man. In the next election, no one will be putting a gun to my head either. If I am disappointed in Barrack Obama, if I feel cognitive dissonance between my expectations for what I thought he would do and what he has actually done, I must remember that at least part of that unease over his presidency has to be attributed to the fact that my voting decision was, in fact, a bad one. It doesn’t matter that the alternative (McCain/Palin) was a horror show. I voted for Barack Obama. Lots of us did. If we are disappointed in his policies we have to remember we put him where he is.
The first step towards change is recognizing that the decisions we make are not always good ones. The first step towards correcting a mistake is admitting one’s role in that mistake.




