Editing Cognitive dissonance (section)

== Applications==
=== Education ===
The management of cognitive dissonance readily influences the apparent [[motivation]] of a student to pursue education.<ref name="Aronson1995">{{cite book| vauthors = Aronson E |date=1995|title= The Social Animal|url = https://archive.org/details/socialanimal000aron|url-access = registration|publisher= W.H. Freeman |isbn =9780716726180|edition = 7 }}{{page needed|date=November 2021}}</ref> The study ''Turning Play into Work: Effects of Adult Surveillance and Extrinsic Rewards on Children's Intrinsic Motivation'' (1975) indicated that the application of the [[effort justification]] paradigm increased student enthusiasm for education with the offer of an external reward for studying; students in pre-school who completed puzzles based upon an adult promise of reward were later less interested in the puzzles than were students who completed the puzzle-tasks without the promise of a reward.<ref name="LepperandGreene1975">{{cite journal | vauthors = Lepper MR, Greene D |title=Turning play into work: Effects of adult surveillance and extrinsic rewards on children's intrinsic motivation. |journal=Journal of Personality and Social Psychology |date=1975 |volume=31 |issue=3 |pages=479–486 |doi=10.1037/h0076484 |s2cid=3909609 }}</ref>

The incorporation of cognitive dissonance into models of basic learning-processes to foster the students' [[self-awareness]] of psychological conflicts among their personal beliefs, [[ideal (ethics)|ideal]]s, and [[values]] and the reality of contradictory facts and information, requires the students to defend their personal beliefs. Afterwards, the students are trained to objectively perceive new facts and information to resolve the [[psychological stress]] of the conflict between reality and the student's value system.<ref name="GuzzettiSnyderGlassandGamas1993">{{cite journal | vauthors = Guzzetti BJ, Snyder TE, Glass GV, Gamas WS | year = 1993 | title = Promoting Conceptual Change in Science: A Comparative Meta-analysis of Instructional Interventions from Reading Education and Science Education | journal = Reading Research Quarterly | volume = 28 | issue = 2| pages = 116–159 | jstor=747886 | doi=10.2307/747886}}</ref> Moreover, [[educational software]] that applies the derived principles facilitates the students' ability to successfully handle the questions posed in a complex subject.<ref name="GraesserBaggettandWilliams1996">{{cite journal | vauthors = Graesser AC, Baggett W, Williams K | year = 1996 | title = Question-driven explanatory reasoning | journal = Applied Cognitive Psychology | volume = 10 | issue = 7| pages = S17–S32 | doi = 10.1002/(SICI)1099-0720(199611)10:7<17::AID-ACP435>3.0.CO;2-7 }}</ref> [[Meta-analysis]] of studies indicates that psychological interventions that provoke cognitive dissonance in order to achieve a directed [[conceptual change]] do increase students' learning in reading skills and about science.<ref name="GuzzettiSnyderGlassandGamas1993"/>

=== Psychotherapy ===
The general effectiveness of [[psychotherapy]] and [[psychological intervention]] is partly explained by the theory of cognitive dissonance.<ref name="Cooper2007">Cooper, J. (2007). Cognitive Dissonance: 50 Years of a Classic Theory. London: Sage Publications.{{page needed|date=November 2021}}</ref> In that vein, [[social psychology]] proposed that the mental health of the patient is positively influenced by his and her action in freely choosing a specific [[therapy]] and in exerting the required, therapeutic effort to overcome cognitive dissonance.<ref name="CooperAxsom1982">Cooper, J., & Axsom, D. (1982). Integration of Clinical and Social Psychology. Oxford University Press.{{page needed|date=November 2021}}</ref> That effective phenomenon was indicated in the results of the study ''Effects of Choice on Behavioral Treatment of Overweight Children'' (1983), wherein the children's belief that they freely chose the type of therapy received, resulted in each overweight child losing a greater amount of excessive body weight.<ref name="MendoncaBrehm1983">{{cite journal | vauthors = Mendonca PJ, Brehm SS | year = 1983 | title = Effects of Choice on Behavioral Treatment of Overweight Children | journal = Journal of Social and Clinical Psychology | volume = 1 | issue = 4| pages = 343–358 | doi=10.1521/jscp.1983.1.4.343}}</ref>

In the study ''Reducing Fears and Increasing Attentiveness: The Role of Dissonance Reduction '' (1980), people with [[ophidiophobia]] (fear of snakes) who invested much effort in activities of little therapeutic value for them (experimentally represented as legitimate and relevant) showed improved alleviation of the symptoms of their [[phobia]].<ref name="Cooper1980">{{cite journal | vauthors = Cooper J | year = 1980 | title = Reducing Fears and Increasing Attentiveness: The Role of Dissonance Reduction | doi = 10.1016/0022-1031(80)90064-5 | journal = Journal of Experimental Social Psychology | volume = 47 | issue = 3| pages = 452–460 }}</ref> Likewise, the results of ''Cognitive Dissonance and Psychotherapy: The Role of Effort Justification in Inducing Weight Loss'' (1985) indicated that the patient felt better in justifying their efforts and therapeutic choices towards effectively losing weight. That the therapy of effort expenditure can predict long-term change in the patient's perceptions.<ref name="AxsomCooper1985">{{cite journal | vauthors = Axsom D, Cooper J | year = 1985 | title = Cognitive Dissonance and Psychotherapy: The Role of Effort Justification in Inducing Weight Loss | doi = 10.1016/0022-1031(85)90012-5 | journal = Journal of Experimental Social Psychology | volume = 21 | issue = 2| pages = 149–160 }}</ref>

=== Social behavior ===
Cognitive dissonance is used to promote social behaviours considered positive, such as increased [[condom]] use.<ref name="StoneAronsonCrainWinslowFried1994">{{cite journal | vauthors = Stone J, Aronson E, Crain AL, Winslow MP, Fried CB | year = 1994 | title = Inducing hypocrisy as a means for encouraging young adults to use condoms | journal = Personality and Social Psychology Bulletin | volume = 20 | issue = 1| pages = 116–128 | doi=10.1177/0146167294201012| s2cid = 145324262 }}</ref> Other studies indicate that cognitive dissonance can be used to encourage people to act pro-socially, such as campaigns against public littering,<ref name="FriedAronson1995">{{cite journal | vauthors = Fried CB, Aronson E | year = 1995 | title = Hypocrisy, misattribution, and dissonance reduction | journal = Personality and Social Psychology Bulletin | volume = 21 | issue = 9| pages = 925–933 | doi=10.1177/0146167295219007| s2cid = 144075668 }}</ref> campaigns against racial [[prejudice]],<ref name="SonHingLiZanna2002">{{cite journal | vauthors = Hing LS, Li W, Zanna MP | year = 2002 | title = Inducing Hypocrisy to Reduce Prejudicial Responses Among Aversive Racists | journal = Journal of Experimental Social Psychology | volume = 38 | pages = 71–78 | doi=10.1006/jesp.2001.1484| s2cid = 144660031 }}</ref> and compliance with anti-speeding campaigns.<ref name="Fointiat2004">{{cite journal | vauthors = Fointiat V | year = 2004 | title = I Know What I have to Do, but. . ." When Hypocrisy Leads to Behavioral Change | doi = 10.2224/sbp.2004.32.8.741 | journal = Social Behavior and Personality | volume = 32 | issue = 8| pages = 741–746 }}</ref> The theory can also be used to explain reasons for donating to charity.<ref>{{cite journal|doi=10.1007/s11238-014-9469-5|title=Honestly, why are you donating money to charity? An experimental study about self-awareness in status-seeking behavior|journal=Theory and Decision|volume=79|issue=3|pages=493–515|year=2015| vauthors = Kataria M, Regner T |hdl=10419/70167|s2cid=16832786 |hdl-access=free}}</ref><ref>{{cite journal | vauthors = Nyborg K |title=I don't want to hear about it: Rational ignorance among duty-oriented consumers |journal=Journal of Economic Behavior & Organization |date=August 2011 |volume=79 |issue=3 |pages=263–274 |doi=10.1016/j.jebo.2011.02.004 |url=https://www.sv.uio.no/econ/english/research/unpublished-works/working-papers/pdf-files/2008/Memo-15-2008.pdf }}</ref>
Cognitive dissonance can be applied in social areas such as racism and racial hatred. Acharya of Stanford, Blackwell and Sen of Harvard state cognitive dissonance increases when an individual commits an act of violence toward someone from a different ethnic or racial group and decreases when the individual does not commit any such act of violence. Research from Acharya, Blackwell and Sen shows that individuals committing violence against members of another group develop hostile attitudes towards their victims as a way of minimizing cognitive dissonance. Importantly, the hostile attitudes may persist even after the violence itself declines (Acharya, Blackwell, and Sen, 2015). The application provides a social psychological basis for the constructivist viewpoint that ethnic and racial divisions can be socially or individually constructed, possibly from acts of violence (Fearon and Laitin, 2000). Their framework speaks to this possibility by showing how violent actions by individuals can affect individual attitudes, either ethnic or racial animosity (Acharya, Blackwell, and Sen, 2015).

=== COVID-19 ===
The COVID-19 pandemic, an extreme public health crisis, cases rose to the hundred million and deaths at nearly four million worldwide. Reputable health organizations such as Lyu and Wehby studied the effects of wearing a face mask on the spread of COVID-19. They found evidence that suggests that COVID patients were reduced by 2%, averting nearly 200,000 cases by the end of the following month.<ref name=":3">{{Cite journal |last1=Pearce |first1=Logan |last2=Cooper |first2=Joel |date=2021-09-03 |title=Fostering COVID-19 Safe Behaviors Using Cognitive Dissonance |url=https://doi.org/10.1080/01973533.2021.1953497 |journal=Basic and Applied Social Psychology |volume=43 |issue=5 |pages=267–282 |doi=10.1080/01973533.2021.1953497 |s2cid=238584894 |issn=0197-3533|url-access=subscription }}</ref> Despite this fact having been proven and encouraged by major health organizations, there was still a resistance to wearing the mask and keeping a safe distance away from others. When the COVID-19 vaccine was eventually released to the public, this only made the resistance stronger.

The Ad Council launched an extensive campaign advertising for people to follow the health guidelines established by the [[Centers for Disease Control and Prevention|CDC]] and [[World Health Organization|WHO]] and attempted to persuade people to become vaccinated eventually. After taking polls on public opinion about safety measures to prevent the spreading of the virus, it showed that between 80% and 90% of adults in the United States agree with these safety procedures and vaccines being necessary.<ref name=":3" /> The cognitive dissonance arose when people took polls on public behavior. Despite the general opinion that wearing a mask, social distancing, and receiving the vaccine are all things the public should be doing, only 50% of responders admitted to doing these things all or even most of the time.<ref name=":3" /> People believe that partaking in preventative measures is essential, but fail to follow through with actually doing them. To convince people to behave in line with their beliefs, it is essential to remind people of a fact that they believe is true, and then remind them of times in the past when they went against this. The hypocrisy paradigm is known for inconsistent cognition resolution through a change in behavior. Data were collected by participants that were asked to write statements supporting mask use and social distancing, which is something they agreed with. Then the participants were&nbsp;told to think about recent situations in which they failed to do this. The prediction was that the dissonance would be a motivating factor in getting people to be compliant with COVID-19 safety measures. After contacting participants one week later, they reported behaviors, including social distancing and mask-wearing.<ref name=":3" />

=== Personal responsibility ===
A study conducted by Cooper and Worchel (1970) examined personal responsibility regarding cognitive dissonance.<ref name=":02">{{Cite journal |last1=Moore |first1=Sean |last2=Sinclair |first2=Robert |date=2006 |title=Incidental happy and sad moods and cognitive dissonance reduction: Attitude change depends on the perceived informativeness of the mood source |url=http://dx.doi.org/10.1037/e633962013-306 |access-date=2023-04-14 |website=PsycEXTRA Dataset|doi=10.1037/e633962013-306 |url-access=subscription }}</ref> The goal was to investigate responsibility concerning foreseen consequences and how this might cause dissonance; 124 female participants were asked to complete problem-solving tasks while working with a partner.<ref name=":12">{{Cite journal |last=Cooper |first=Joel |date=June 1971 |title=Personal responsibility and dissonance: The role of foreseen consequences. |url=http://doi.apa.org/getdoi.cfm?doi=10.1037/h0030995 |journal=Journal of Personality and Social Psychology |language=en |volume=18 |issue=3 |pages=354–363 |doi=10.1037/h0030995 |issn=1939-1315|url-access=subscription }}</ref>  They had the option to either choose a partner with negative traits, or they were assigned one. A portion of the participants was aware of the negative traits their partner possessed; however, the remaining participants were unaware. Cooper hypothesized that if the participants knew about their negative partner beforehand, they would have cognitive dissonance; however, he also believed that the participants would be inclined to attempt to like their partners in an attempt to reduce this dissonance.<ref name=":12" />  The study shows that personal choice has the power to predict attitude changes.<ref name=":02" />

===Consumer behavior<!-- This section is not an application of research, and is questionable regarding ethics -->===
[[Pleasure]] is one of the main factors in our modern culture of [[consumerism]].<ref name=":22">{{cite journal | vauthors = Kocamaz İ, Karadeniz M |title=An Investigation of Post-Purchase Cognitive Dissonance and Its Determinants in Online Shopping |journal=Yaşar Üniversitesi E-Dergisi |date=31 March 2020 |volume=15 |pages=307–315 |url=https://dergipark.org.tr/en/pub/jyasar/issue/53734/630537 }}</ref> Once a consumer has [[Buyer decision process|chosen to purchase]] a specific item, they often fear that another choice may have brought them more pleasure. Post-purchase dissonance occurs when a purchase is final, voluntary, and significant to the person.<ref name="Keng 1327–1339">{{cite journal | vauthors = Keng CJ, Liao TH |title=Consequences of Postpurchase Dissonance: The Mediating Role of an External Information Search |journal=Social Behavior and Personality|date=1 November 2009 |volume=37 |issue=10 |pages=1327–1339 |doi=10.2224/sbp.2009.37.10.1327 }}</ref> This dissonance is a mental discomfort arising from the possibility of dissatisfaction with the purchase, or the regret of not purchasing a different, potentially more useful or satisfactory good.<ref name="Keng 1327–1339"/> Consequently, the buyer will "seek to reduce dissonance by increasing the perceived attractiveness of the chosen alternative and devaluing the non chosen item, seeking out information to confirm the decision, or changing attitudes to conform to the decision."<ref name=":22" /> In other words, the buyer justifies their purchase to themselves in whatever way they can, in an attempt to convince themselves that they made the right decision and to diminish regret. Usually these feelings of regret are more prevalent after online purchases as opposed to in-store purchases. This happens because an online consumer does not have the opportunity to experience the product in its entirety, and must rely on what information is available through photos and descriptions.<ref>{{cite journal | vauthors = Yap SF, Gaur SS |title=Consumer Dissonance in the Context of Online Consumer Behavior: A Review and Research Agenda |journal=Journal of Internet Commerce |date=April 2014 |volume=13 |issue=2 |pages=116–137 |doi=10.1080/15332861.2014.934647 |s2cid=144959165 }}</ref> On the other hand, in-store shopping can sometimes be even more of an issue for consumers in regard to [[impulse buying]]. While the ease of online shopping proves hard to resist for impulse buyers, in-store shoppers may be influenced by who they are with. Shopping with friends increases the risk of impulse buying, especially compared to shopping with people such as one's parents.<ref>{{cite book |doi=10.1109/icim49319.2020.244662 |chapter=Measuring Post-purchase Regret and Impulse Buying in Online Shopping Experience from Cognitive Dissonance Theory Perspective |title=2020 6th International Conference on Information Management (ICIM) |year=2020 | vauthors = Lazim NA, Sulaiman Z, Zakuan N, Mas'od A, Chin TA, Awang SR |pages=7–13 |isbn=978-1-7281-5770-2 |s2cid=218467672 }}</ref>

Post-purchase dissonance does not only affect the consumer; brands are dependent on [[customer loyalty]], and cognitive dissonance can influence that loyalty. The more positive experiences and emotions that a customer associates with a specific brand, the more likely they are to buy from that brand in the future, recommend it to friends, etc. The opposite is also true, meaning any feelings of discomfort, dissatisfaction, and regret will weaken the consumer's perception of the brand and make them less likely to return as a customer.<ref>{{cite web | title = Cognitive Dissonance & Post-Purchase Process |url= https://study.com/academy/lesson/cognitive-dissonance-post-purchase-process.html |access-date=2021-10-08 |website=study.com}}</ref>
When consumers encounter unexpected prices, they adopt three methods to reduce cognitive dissonance: (i) Employ a strategy of continual information; (ii) Employ a change in attitude; and (iii) Engage in [[Minimisation (psychology)|minimisation]].<ref>{{cite journal | last=Lindsey‐Mullikin | first=Joan | title=Beyond reference price: understanding consumers’ encounters with unexpected prices | journal=Journal of Product &amp; Brand Management | publisher=Emerald | volume=12 | issue=3 | date=2003-06-01 | issn=1061-0421 | doi=10.1108/10610420310476906 | pages=140–153}}</ref> Consumers employ the strategy of continual information by engaging in bias and searching for information that supports prior beliefs. Consumers might search for information about other retailers and substitute products consistent with their beliefs.<ref name="simplypsychology.org">{{Cite web|url=https://www.simplypsychology.org/cognitive-dissonance.html|title=Cognitive Dissonance Theory {{!}} Simply Psychology|website=www.simplypsychology.org|access-date=2019-03-31}}</ref> Alternatively, consumers might change attitude, such as re-evaluating price in relation to external reference-prices or associating high prices and low prices with quality. Minimisation reduces the importance of the elements of the dissonance; consumers tend to minimise the importance of money, and thus of shopping around, saving, and finding a better deal.<ref>{{cite journal| vauthors = Mullikin LJ |title=Beyond Reference Pricing: Understanding Consumers' Encounters with Unexpected Prices|journal=Journal of Product & Brand Management|year=2003|volume=12|issue=3|pages=140–153|doi=10.1108/10610420310476906}}</ref>
High impulse buying is associated with increased post-purchase cognitive dissonance, where consumers experience discomfort and regret after purchasing. <ref>{{Cite journal |last1=Amini |first1=Salama |last2=Rahmawati |first2=Alni |date=2025-03-27 |title=The effect of price discount, FOMO, pay later on impulse buying and cognitive dissonance post-purchase in commerce shopping among the millennial generation |url=https://learning-gate.com/index.php/2576-8484/article/view/5799 |journal=Edelweiss Applied Science and Technology |volume=9 |issue=3 |pages=2354–2366 |doi=10.55214/25768484.v9i3.5799 |issn=2576-8484|doi-access=free }}</ref>

=== Politics ===
Cognitive dissonance theory might suggest that since votes are an expression of preference or beliefs, even the act of voting might cause someone to defend the actions of the candidate for whom they voted,<ref>{{Cite news|url=https://www.linkedin.com/pulse/cognitive-dissonance-politics-prabhakar-mundkur/|title=Is there Cognitive Dissonance in Politics?|date=2016-07-11|work= LinkedIn | vauthors = Mundkur P }}</ref>{{self-published inline|date=November 2021}} and if the decision was close then the effects of cognitive dissonance should be greater.

This effect was studied over the 6 presidential elections of the United States between 1972 and 1996,<ref>{{cite journal | vauthors = Beasley RK, Joslyn MR |title=Cognitive Dissonance and Post-Decision Attitude Change in Six Presidential Elections |journal=Political Psychology |date=September 2001 |volume=22 |issue=3 |pages=521–540 |doi=10.1111/0162-895X.00252 |doi-access=free }}</ref> and it was found that the opinion differential between the candidates changed more before and after the election than the opinion differential of non-voters. In addition, elections where the voter had a favorable attitude toward both candidates, making the choice more difficult, had the opinion differential of the candidates change more dramatically than those who only had a favorable opinion of one candidate. What was not studied were the cognitive dissonance effects in cases where the person had unfavorable attitudes toward both candidates. The 2016 U.S. election held historically high unfavorable ratings for both candidates.<ref>{{Cite news|url=http://www.cnn.com/2016/03/22/politics/2016-election-poll-donald-trump-hillary-clinton/index.html|title=Poll: Trump, Clinton score historic unfavorable ratings| vauthors = Wright D |work=CNN|access-date=2017-12-08}}</ref>

After the [[US 2020 Election|2020 United States presidential election]], which was won by [[Joe Biden]], supporters of former President [[Donald Trump]], who had lost the election to Biden, [[Attempts to overturn the 2020 United States presidential election|questioned the outcome of the election]], citing [[voter fraud]]. This continued after such claims were dismissed as false by numerous judges, election officials, [[Governor (United States)|U.S. state governors]], and [[Federal government of the United States|federal government]] agencies.<ref>{{Cite web|url=https://www.axios.com/cisa-election-security-trump-a385868b-512a-4449-addd-4591829a4aef.html |date=November 12, 2020 |title=Department of Homeland Security calls election 'the most secure in American history'| vauthors = Chen S |website=Axios|access-date=December 8, 2020|archive-date=December 2, 2020|archive-url=https://web.archive.org/web/20201202044452/https://www.axios.com/cisa-election-security-trump-a385868b-512a-4449-addd-4591829a4aef.html|url-status=live}}</ref> This was described as an example of Trump supporters experiencing cognitive dissonance.<ref>{{Cite web|url=https://www.afr.com/life-and-luxury/arts-and-culture/the-real-reasons-why-trump-supporters-believe-they-were-robbed-20201207-p56l7s |date=December 11, 2020 |title=Why Trump supporters believe they were robbed| vauthors = Maddock J |website=The Australian Financial Review|access-date=June 19, 2021|url-status=live|archive-url=https://web.archive.org/web/20201211010736/https://www.afr.com/life-and-luxury/arts-and-culture/the-real-reasons-why-trump-supporters-believe-they-were-robbed-20201207-p56l7s |archive-date=2020-12-11 }}</ref>

Electoral politics can feature more than just policy disagreements. People seek to reduce their cognitive dissonance when making any choice. <ref>{{Cite journal |last1=Bernhardt |first1=Dan |last2=Krasa |first2=Stefan |last3=Polborn |first3=Mattias K. |date=2006 |title=Political Polarization and the Electoral Effects of Media Bias |url=https://doi.org/10.2139/ssrn.892475 |journal=SSRN Electronic Journal |doi=10.2139/ssrn.892475 |issn=1556-5068|hdl=10419/25843 |hdl-access=free }}</ref> Engagement in the electoral process can change policy references, drawing on the framework of cognitive dissonance theory. The idea suggests that cognitive dissonance created by being vocal about support and losing leads voters to align their preferences more closely with those of the supported candidate. <ref>{{Cite journal |last1=Artiga González |first1=Tanja |last2=Capozza |first2=Francesco |last3=Granic |first3=Georg D. |date=December 2024 |title=Cognitive dissonance, political participation, and changes in policy preferences |journal=Journal of Economic Psychology |language=en |volume=105 |pages=102774 |doi=10.1016/j.joep.2024.102774|doi-access=free }}</ref> Voting itself is a support activity that may led to preference changes.

Modernly, social media has affected politics. Recognizing this, creators can profit from a social media relationship between votes and candidates. For example, a celebrity endorsing a candidate can cause their followers to lose sight of policy and focus on the opinion of the person they follow, causing cognitive dissonance. <ref>{{Cite web |last=Desai |first=Ishika |title=Political campaigns foster cognitive dissonance through social media reliance |url=https://spartanshield.org/45905/opinion/political-campaigns-foster-cognitive-dissonance-through-social-media-reliance/ |access-date=2025-04-11 |website=Spartan Shield}}</ref> Social media trends like "Kamala is Brat" <ref>{{Cite web |last=McDermott |first=Luke |date=2024-08-05 |title=The LGBTQ+ Impact in Politics: Why is Kamala "BRAT"? - Luke McDermott |url=https://victoryinstitute.org/the-lgbtq-impact-in-politics-why-is-kamala-brat-luke-mcdermott/ |access-date=2025-04-11 |website=LGBTQ+ Victory Institute |language=en-US}}</ref> have rallied fans. As a result, voters are less focused on a candidates' plans for office, and more on the social media attention stirred. 

=== Communication ===

Cognitive dissonance theory of communication was initially advanced by American psychologist Leon Festinger in the 1960s. Festinger theorized that cognitive dissonance usually arises when a person holds two or more incompatible beliefs simultaneously.<ref name="simplypsychology.org"/> This is a normal occurrence since people encounter different situations that invoke conflicting thought sequences. This conflict results in a psychological discomfort. According to Festinger, people experiencing a thought conflict try to reduce the psychological discomfort by attempting to achieve an emotional equilibrium. This equilibrium is achieved in three main ways. First, the person may downplay the importance of the dissonant thought. Second, the person may attempt to outweigh the dissonant thought with consonant thoughts. Lastly, the person may incorporate the dissonant thought into their current belief system.<ref>{{Cite web|url=https://www.utwente.nl/en/bms/communication-theories/sorted-by-cluster/Interpersonal-Communication-and-Relations/cognitive-dissonance-theory/|title=Interpersonal Communication and Relations {{!}} Cognitive Dissonance theory|website=Universiteit Twente|access-date=2019-03-31|archive-url=https://web.archive.org/web/20190331104119/https://www.utwente.nl/en/bms/communication-theories/sorted-by-cluster/Interpersonal-Communication-and-Relations/cognitive-dissonance-theory/|archive-date=2019-03-31}}</ref>

Dissonance plays an important role in persuasion. To persuade people, you must cause them to experience dissonance, and then offer your proposal as a way to resolve the discomfort. Although there is no guarantee your audience will change their minds, the theory maintains that without dissonance, there can be no persuasion. Without a feeling of discomfort, people are not motivated to change.<ref>{{Cite book|title=Contemporary Communication Theory| vauthors = Infante DA |publisher=Kendall Hunt|year=2017|pages=157–158}}</ref> Similarly, it is the feeling of discomfort which motivates people to perform [[Selective exposure theory|selective exposure]] (i.e., avoiding disconfirming information) as a dissonance-reduction strategy.<ref name=":1" />

Dissonance also plays an essential role in social collaboration. In the study, ''Temporal interplay  between cognitive conflict and attentional markers in social collaboration'' (2024), the authors determined that the context in social environments and demands affect one’s willingness to collaborate socially.<ref name=":7">{{Cite journal |last1=Abubshait |first1=Abdulaziz |last2=Perez-Osorio |first2=Jairo |last3=De Tommaso |first3=Davide |last4=Wykowska |first4=Agnieszka |date=August 2024 |title=Temporal interplay between cognitive conflict and attentional markers in social collaboration |url=https://onlinelibrary.wiley.com/doi/10.1111/psyp.14587 |journal=Psychophysiology |language=en |volume=61 |issue=8 |pages=e14587 |doi=10.1111/psyp.14587 |pmid=38600626 |issn=0048-5772|doi-access=free }}</ref> Some social interactions require the ability to read social cues and body language, and others do not. The authors used robots to simulate different social interactions. They discovered that the human brain is designed to deal with the possible complex aspects of social collaboration. They also found that the brain will change its reaction to these aspects depending on the type of interaction the person faces.<ref name=":7" /> To summarize, Dissonance can affect how the brain reacts to specific social cues and interactions by making it difficult to differentiate between types of interactions. Dissonance can also make it difficult to collaborate socially with others.

=== Artificial intelligence ===
It is hypothesized that introducing cognitive dissonance into [[machine learning]]{{how|title=clearly explain as the preceding concept is hard to understand, even for an expert|date=February 2021}} may be able to assist in the long-term aim of developing 'creative autonomy' on the part of agents, including in multi-agent systems (such as games),<ref>{{Cite journal| vauthors = Pasquier P, Chaib-draa B |date=2005|title=Agent communication pragmatics: the cognitive coherence approach|journal=Cognitive Systems Research|volume=6|issue=4|pages=364–395|doi=10.1016/j.cogsys.2005.03.002|s2cid=15550498 |url=https://philippepasquier.com/dl.php?f=content/publications/2005/2005-Agent_communication_pragmatics_the_cognitive_coherence_approach-Pasquier_Philippe_and_Chaib-draa_Brahim.pdf}}</ref> and ultimately to the development of 'strong' forms of artificial intelligence, including [[artificial general intelligence]].<ref>{{Cite journal| vauthors = Jennings KE |date=2010-10-02 |title=Developing Creativity: Artificial Barriers in Artificial Intelligence|journal=Minds and Machines|volume=20|issue=4|pages=489–501|doi=10.1007/s11023-010-9206-y |doi-access=free}}</ref>

Artificial intelligence has developed over the years and is used for writing, generating ideas, and generating art, among other things. Artificial intelligence is most commonly used in education. AI-driven education can contribute to cognitive dissonance. For example, as a result of a negative output from AI, it may create a system that is inconsistent with a student's self-concepts, past knowledge or expectations. <ref>{{Cite journal |last1=Muhammad Umar Habib |last2=Wasim Akram |last3=Dr. Sadaf Saleem |last4=Andleeb Shakoor |date=2025-02-12 |title=How Cognitive Dissonance Affects Student Engagement and Learning in AI Powered Education Systems |url=https://thecrsss.com/index.php/Journal/article/view/279 |journal=The Critical Review of Social Sciences Studies |volume=3 |issue=1 |pages=1905–1917 |doi=10.59075/r1zta509 |issn=3006-7170|url-access=subscription }}</ref>

Generative AI tools are already taking a forefront in education. With students using artificial intelligence for daily tasks, it is important that educators understand what this might mean for higher education practice. Students can be reluctant to have open conversation about their use of AI, making it difficult for educators to understand its effects on students in that environment. <ref>{{Citation |last1=Dawson |first1=Mark G. |title=Cognitive Dissonance in Programming Education: A Qualitative Exploration of the Impact of Generative Ai on Application-Directed Learning |date=2024 |url=https://www.ssrn.com/abstract=5055559 |access-date=2025-04-11 |doi=10.2139/ssrn.5055559 |last2=Deer |first2=Rowan |last3=Boguslawski |first3=Samuel|url-access=subscription }}</ref> Because professors and other educators say one thing, and the AI application generates another, it causes students to develop a sense of cognitive dissonance. <ref>{{Cite journal |last=Li |first=Juntao |date=2024-11-26 |title=Study on the Positive and Negative Impacts of ChatGPT on the Education System |url=https://www.ewadirect.com/proceedings/chr/article/view/17475 |journal=Communications in Humanities Research |volume=51 |issue=1 |pages=59–64 |doi=10.54254/2753-7064/51/20242449 |issn=2753-7064|doi-access=free }}</ref>

=== Feminism ===
Cognitive Dissonance Theory can be applied to many aspects of feminism. For instance, the study, ''Dissonance and defensiveness: orienting affects in online feminist cultures'' (2024), found that social media culture provides conflicting ideas and thoughts of femininity.<ref name=":8">{{Cite journal |last1=Kanai |first1=Akane |last2=Coffey |first2=Julia |date=2024-07-03 |title=Dissonance and defensiveness: orienting affects in online feminist cultures |url=https://www.tandfonline.com/doi/full/10.1080/09502386.2023.2183971 |journal=Cultural Studies |language=en |volume=38 |issue=4 |pages=645–667 |doi=10.1080/09502386.2023.2183971 |issn=0950-2386}}</ref> These thoughts and ideas may confuse those who identify with feminist qualities. The digital world can connect people from around the globe, but it can also spread hatred and falsifications about feminists and their beliefs. Cognitive Dissonance can pressure feminists through their education, interactions, and relationships with others.<ref name=":8" /> Modern life must note the importance of proper sourcing and research. Feminism and diversity have been major topics in politics under the Trump Administration. Cognitive Dissonance may be used to persuade followers and voters to follow one ideal over another.