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The Power of Cognitive Dissonance.

One of the design principles conveyed in “The Universal Principles of Design” is cognitive dissonance.  I first stumbled upon this concept when reading “Mistakes Were Made – Why We Justify Foolish Beliefs, Bad Decisions, and Hurtful Acts” and find it extremely interesting.

What is cognitive dissonance anyway?

“Cognitive dissonance is the state of mental discomfort that occurs when a person’s attitudes, thoughts, or beliefs (i.e., cognitions) conflict.  If two cognitions agree with one another, there is consonance, and a state of comfort exists.  If two cognitions disagree with one another, there is dissonance, and a state of discomfort exists.” (from the Universal text)

One of the interesting examples conveyed in the text is the success behind the AOL “free hours” marketing campaign.  Do you remember when just about everyone in the world received one of these free CD-ROMs?  All you had to do was take the time to sign-up using the automated process, and you were granted free access for a limited time period.  It is possible that you may have become a subscriber – albeit temporarily.

What’s interesting is once the free period draws to a close, people are less likely to cancel the service because of the time investment setting up their account.  They are more inclined to have positive feelings with the service to reduce the cognitive dissonance they experience when the trial ends.  This results in paid subscriptions.

While the time investment is a critical factor here, of equal (or greater) importance is the incentiveThe incentive is the free trial period.

According to the authors, “When incentives for an unpleasant task are small, they reduce dissonance by changing the dissonant cognition – “i.e. it is okay to perform this task because I like it”.  When incentives for an unpleasant task are large, people reduce dissonance by adding a consonant cognition – e.g. “it is okay to perform this task because I am paid well”.”

In the case of AOL, the company wanted customers to feel positively about the service – thus, providing a small incentive.

From an advertising and marketing perspective, it is clear that cognitive dissonance is a very powerful weapon.  If you start with dissonant cognitions and then provide immediate paths to alleviate the dissonance, you will have greater success in influencing the potential customer.

The influence of cognitive dissonance goes beyond advertising and marketing – it can also be found in crime investigations.

When it comes to identifying a suspect, detectives are likely (not always) to come to their own conclusions about what happened, and then fit the evidence to support that conclusion.  They will also ignore any evidence that contradicts it.  In extreme cases, officers have crossed the line from legal to illegal actions to reduce dissonance and end up convicting innocent people.  Jurors can fall into a similar “trap”.  In fact, their beliefs become stronger the sooner they reach their own conclusion about what happened.

What’s the lesson here?

For one, being aware of cognitive dissonance is the first step towards a path of better decision making. If you find yourself heading down a path of “self-justification”, your mind is trying to correct your feelings of cognitive dissonance in any way that it can.  You can pause to understand these feelings and choose to take a more constructive approach.  You can also try to identify your feelings of dissonance and try to separate them.  You may discover that it is possible to experience “both” feelings by simply understanding each independent of the other.