Cognitive dissonance cognitive dissonance is having a thought, idea, attitude, or belief that seems to be out of tune cognitive dissonance tends to result in different ways based on the situation that it occurs in. There has been a great deal of research into cognitive dissonance, providing some interesting and sometimes unexpected findings it is a theory with very broad applications, showing that we aim for consistency between attitudes and behaviors, and may not use very rational methods to achieve it.
Cognitive dissonance refers to a situation involving conflicting attitudes, beliefs or behaviors this produces a feeling of discomfort leading to an alteration in one of the attitudes, beliefs or behaviors to reduce the discomfort and restore balance, etc.
There are four theoretic paradigms of cognitive dissonance, the results reported in contributions from research on anger and cognitive dissonance to understanding the motivational functions of asymmetrical frontal brain activity (2004). Research paradigms used to test cognitive dissonance theory since the time festinger published his theory of cognitive dissonance, hundreds of studies have been conducted on the topic a review of these studies reveals three main paradigms, or models, that are commonly used to investigate predictions based on the theory: free choice, forced/induced compliance, and effort justification. For food-related research that are interested in examining cognitive dissonance as a focal construct, with regards to cognitive dissonance arousal, it is important to pay careful attention to (1) referencing established protocols in the arousal of cognitive dissonance (ie, cognitive paradigms), and (2) ensuring that the actual cognitive dissonance aroused thereafter is formally and explicitly assessed.
In the field of psychology, cognitive dissonance is the mental discomfort (psychological stress) experienced by a person who simultaneously holds two or more contradictory beliefs, ideas, or values this discomfort is triggered by a situation in which a belief of a person clashes with new evidence perceived by that person. Cognitive dissonance and consumer behavior: a reviev/ of the evidence critiqued the earlier research on cognitive dissonance they criticized the studies by brehm  and by ehrlich et al  for rejection of large numbers of paradigm in which the high-dissonance situation con-sisted of a choice between two products of similar.
Paradigms of cognitive dissonance there are four accepted paradigms, or models, used to further the research and understanding of dissonance reduction (harmon-jones & mills 1999, 5) 1 the free-choice paradigm: through the use of this model, the assertion can be made that once a decision has been completed, dissonance will be produced, and the. Information seeking, and brand loyalty to the concept of cognitive dissonance the writers reviev/ the consumer behavior literature relating to cognitive dissonance, critique the research, and provide some directions for future.
Several theories in cognitive social psychology emphasize the tendency of people to strive for consistency among their various beliefs and attitudes we proposed that such strivings for consistency can be understood in terms of constraint satisfaction. Membership in research centres cognitive dissonance several theories in cognitive social psychology emphasize the tendency of people to strive for consistency among their various beliefs and attitudes.