![]() ![]() It is most persuasive when it comes to feelings and thoughts about oneself. Cognitive dissonance theory describes the unpleasant feeling that results from believing two contrary ideas at the same time. ![]() In summary, the study demonstrated that when individuals experience a conflict of cognition they will tend to shift their private belief to reduce dissonance.įorced compliance theory is essentially a subset of cognitive dissonance theory. When the reward was small, (beyond what is necessary to elicit the desired behaviour) the magnitude of the dissonance was higher and as a consequence so was the pressure to reduce the dissonance. The results indicate that when an individual is motivated by reward to say something contrary to their private belief, their private belief tended to change as a result. However, no significant difference emerged between the $20 group and control group. Another large difference was observed between the $1 and $20 groups. The results showed a significant difference between the groups in how much they reported to enjoy the experiment. The experimental condition involved giving either $1 or $20 to try to convince the next participant that the experiment was fun. The control subjects were asked to go to a room to be interviewed. ![]() The experimental condition involved telling the subject before the experiment started that it would be fun, while the control condition did not set any expectations for the task. The purpose was to make the task uninteresting and unexciting enough that none of the participants could possibly find it enjoyable. The students were asked to perform a tedious task involving using one hand to turn small spools a quarter clockwise turn. This study involved 71 male students from Stanford University, of which 11 students were disqualified. Carlsmith (1959) conducted an experiment entitled "Cognitive Consequences of Forced Compliance". It focuses on the goal of altering an individual's attitude through persuasion and authority. It emerged in the field of social psychology.įorced compliance theory is the idea that authority or some other perceived higher-ranking person can force a lower-ranked individual to make statements or perform acts that violate their better judgment. Forced compliance theory is a paradigm that is closely related to cognitive dissonance theory. ![]()
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