The Cognitive Dissonance
In the age of information, were constantly pushed and pulled between two sides of every story. There's more disagreement than ever before through social media, and it’s fuelled by those who love the sound of their own voice. It's especially fuelled by those who prefer talking rather than listening. When we’re surrounded by all this noise, it can be difficult to know what we want ourselves, right?
The term that describes the discomfort that arises when we have two or more contradictory beliefs, ideas, or behaviours is called cognitive dissonance, and it's on the rise, in sync with inequality and social tensions.
What is Cognitive Dissonance
Back in 1957, psychologist Leon Festinger published a book titled “A Theory of Cognitive Dissonance”. The book explores the story of a cult that was adamant the world would end on a specific date in 1957. They preached and prepared themselves for what they believed was inevitable. Today, we know many years have passed since 1957, and with the divine power of hindsight, we’re well aware that the world didn’t end.
But the members of this cult were certain the world would end. Their beliefs were so strong. So when the date passed, they doubled down on their beliefs. They convinced themselves they had overlooked a specific piece of information that changed their overall hypothesis or interpreted it incorrectly. These cult members were so committed that the embarrassment and discomfort of being incorrect were so severe, that they had to double down with their beliefs. Many of the cult members had completely upended their lives. Countless quit jobs and broken marriages later, and they couldn’t reverse course. They had to believe the world would end, or what was it all for?
Why We Experience It?
Festinger and his team came to a primary conclusion. Individuals have a motivation to be consistent in their beliefs and behaviours. When we face an alternative viewpoint, especially a contradictory one, this makes us naturally uncomfortable.
From this point, many of us fall into one of two camps.
1) We either reduce cognitive dissonance by altering our beliefs and behaviours.
2) Or we justify and double down on our existing position.
The theory truly is groundbreaking. It explains how humans can rationalize their actions that to others seem ludicrous.
Where We Experience It Most?
We experience cognitive dissonance when we don’t seek out opposing beliefs and viewpoints. We all experience biases and knowledge gaps. But we have to be open to filling these gaps when the opportunity arises. Learn about different cultures, different beliefs, and different opinions. They help us to understand the world and the people within it.
How We Can Be Aware Of It and Begin to Address It?
I’ve found in my life, that I’ll consider a day successful if, at some point during it, I sought out discomfort and confronted it. This can come in many forms. Perhaps I’ll communicate with somebody I normally wouldn’t or build a new relationship, whether on Substack or in real life. I’m a natural introvert. I’d happily exist in my own bubble until me and my introverted friends congregate together, often once a week, and then return to our protective bubbles. This is a pleasant life, but it's not one where I experience growth, another of the most important values I wish to pursue.
I can be susceptible to cognitive dissonance in this scenario. I can double down on maintaining my protective bubble and not socialising, but discomfort grows as I constantly seek growth in my life. I have to address the discomfort, and sometimes that can lead to more discomfort. I’ve very quickly realised; that pain and discomfort are positively correlated with personal growth. We have to say yes to new things and experiences. Society is trapped in a world-sized comfort bubble. We have to break free.
By the second aspect of cognitive dissonance, we get used to our circumstances. As we learn, even in situations where we’re being limited or held back, we adapt to our position. This shows the power of seeking and tracking our discomfort daily. It can lead to us altering our beliefs and behaviour, but only when it's necessary for our previously incorrect biases or beliefs.
Concluding Remarks
If I had to sum this up in one sentence: we can limit the power of cognitive dissonance in our lives by being aware of its existence and engaging in self-reflection. More on this in a few weeks.
Analyse your own life. Where are you holding yourself back by doubling down on an opinion or belief?
In the modern world, this concept can be very powerful in our work and finding our purpose. Come back next week for more on this.
Looking forward to the reflection piece. Great article!
Great essay, Dylan. I completely agree there is something deep and fulfilling about doing hard things and embracing discomfort.
If you haven’t already, you should check out some of the notes that @Gurwinder has recently written about the perils of cognitive dissonance and information overload