Communications Question

1Communications and Cognitive Dissonance Theory
Student’s Name
Institutional Affiliation
Instructor’s Name
Course
Date
2
The selected theory of communication is Cognitive Dissonance. The founder, Leon
Festinger (1962), proposed the theory in the 1950s. In this theory, he emphasizes the relevance of
propinquity and the generation of bonds and social ties. Other scholars like Harmon-Jones and
Mills (2019) also present their scholarly expertise on the theory and claim that it reflects on the
aspect of non-equilibrium, where certain behaviors and attitudes in communication can either be
consistent or inconsistent with one another based on how someone presents the information they
intend to pass. For example, in the business world, when an employee engages in an operation or
behavior that goes against their principles, moral values, or beliefs, they are likely to perform
poorly or experience negative psychological discomfort. This example explains cognitive
dissonance.
This theory relates to different modes of communication in various environments. For
example, when people are affected by dissonance, they fall into a state of psychological
dysfunction where their state of equilibrium is affected. Therefore, it is not easy to communicate
with someone not in line with a defined belief or moral value. However, according to Griffin et
al. (2009), communication has always been an important part of passing information. Therefore,
for channels to effectively work in all environments, it is necessary to avoid the aspects of
dissonance. Hence, there needs to be a shared belief between two people to ensure efficient
communication on a certain agenda linked to that belief.
The theory is often used in today’s world, where communication needs to be fluent with a
proper flow to adjust the nature of conflicting behavior to ensure consistency in attitude and new
cognition. The rationale for selecting Cognitive Dissonance is mainly reflected in all fields, and
it is easy to analyze how it affects different forms of communication. For example, in consumer
behaviorism, interpersonal communication can be affected differently. Consumers tend to
3
evaluate and assess different options available in a market and choose the best options that fit
their needs and perfection. However, in this perspective, there are other criteria that the
consumer may have chosen a product against their belief just because the seller placed some
pressure on them. These are some of the interesting facts behind this theory. Thus, it will be
important to review how it affects different forms of communication in various environments in
the modern world.
4
References
Festinger, L. (1962). A Theory of Cognitive Dissonance (Vol. 2). Stanford University Press.
Griffin, E. A., Crossman, J., Bordia, S., Mills, C., Maras, S., Pearse, G., … & Shanahan, D.
(2009). A First Look at Communication Theory, Em Griffin. Details: Boston: McGrawHill Higher Education, 230-265.
Harmon-Jones, E., & Mills, J. (2019). An introduction to cognitive dissonance theory and an
overview of current perspectives on the theory.
1
Communication and Cognitive Dissonance Theory
Student’s Name
Institutional Affiliation
2
Communication and Cognitive Dissonance Theory
According to Festinger (1962), cognitive dissonance emanates when an individual has
two cognitive components that are incompatible with one another. A noteworthy aspect of
cognitive dissonance model is the proposition that inconsistency results in undesirable
provocation. People experiencing it are usually motivated to lower inconsistencies to reduce
negative arousal. Following this, an attempt to lessen the discord by altering one of the dissonant
cognitive components is made. For example, an individual might consider they wasted time
going for a walk; this is inconsistent with the notion that people should use their time wisely. In
this scenario, dissonance might be reduced by considering the role of taking breaks and taking
short walks in increasing productivity. According to Festinger (1962), an individual can see the
possibility of dissonance and increase their motivation to avoid it. The inconsistency between
two elements increases when an individual attaches more importance to one or more dissonance
elements. Cognitive dissonance influences communication in different contexts and, as a state of
mind, involves one’s beliefs, attitudes, and behaviors. People often feel discomfort that causes
them to alter their beliefs to restore balance by reducing the discomfort. Consequently, cognitive
dissonance theory can be critical for explaining and predicting motivated reasoning outcomes.
Literature Review
Pelepeychenko et al. (2021) conducted a review on the role of cognitive dissonance in
courtroom discourse as a critical mechanism for enhancing mechanisms through which
communication influences recipients. In the courtroom context, two significant phenomena
influence interactions: the dissonance from the facts of real life, including the crime’s nature, and
the dissonance created by the prosecutor and defense attorneys to influence the judge and jury
towards a one-sided decision. In these contexts, the communicating parties use narratives as
3
persuasion to arouse the recipients’ associative activity. They contrast the concepts’ features and
combine the elements of the emotional and rational influence of communication. Some
distinctive features include communication choices, tactics, and strategies to model
communicative influence. The researcher determined that the narratives that create cognitive
dissonance and present a means of overcoming psychological discomfort and redesigning the
elements of cognitive structure in the recipients’ mind win (Pelepeychenko et al., 2021)
Communicative strategies, the choice of linguistics, moves, and tactics influence the power of
cognitive dissonance. The overall conclusion from this researcg is that the evolution of cognitive
is pegged on belief clashes as well as principles that need be overcome.
In the marketing context, cognitive dissonance plays a role in determining customers’
perceptions and marketers’ success in their businesses. Marketers aim to grow their online
businesses by turning potential customers into regular buyers. Lazim et al. (2020) used cognitive
dissonance theory to explain the dissonance between buyers and sellers to create a balance
toward an effective business relationship. One of the platforms for this is the internet through
online marketing. Cognitive discourse, in this case, arises from the declining number of
customers using these services to foster a better understanding. Research has shown that
customers using online shopping services have been declining; the number of frequent shoppers
declined by one percent within a year, according to one research. Cognitive dissonance promotes
a better understanding of consumer behaviors. According to this theory, consumers consider the
benefits of inline shopping, but some factors cause regrets and declined shopping. Factors such
as poor financial decisions and self-control mechanisms contribute to consumer regrets towards
online shopping. Balancing the dissonance here depends significantly on identifying the primary
factors behind consumer regrets after purchases. Impulse buying contributes significantly to
4
customer regrets pots purchase, and CDT proposes the need to mitigate that to turn it into
customer motivation. It proposes dealing with customer regrets by complimenting their impulse
decisions by including encouraging messages to motivate them.
According to Carpenter (2019), the core of cognitive dissonance theory and its
application to motivated reasoning lies in its assumption that people engage in motivated
reasoning to maintain their self-concept. This motivation causes many challenges and constraints
to the beliefs they are open to accepting. The connection between the individuals’ self-concept as
moral and reasonable constraints on their belief systems. This makes the belief challenging to
change because the individual’s connection to their self-concept gives them greater significance.
This motivates the individual to satisfy the constraints on their cognitive connections instead of
others (Carpenter, 2019). Moreover, people’s values are a part of their self-concept, helping
maintain the belief that they are moral and reasonable. Some values exist closely to the selfconcept, while others are not. This looseness increased the weight on these beliefs and their
constraints as they connected to these values. The extent to which people consider certain
attitudes and beliefs tend to be closer or further from their self-concept can best be explored
using ego involvement. To create a balance for cognitive dissonance, the persuasive agents might
consider the audiences’ values and connect the beliefs and attitudes to many values to convince
them to accept a given position instead of existing values to motivate the audience to reject their
viewpoints (Carpenter, 2019). Through the self-concept approach to cognitive dissonance, a stout
platform for developing persuasive systems is offered.
Evaluation Using Griffin’s Criteria
Griffin (2003) states that most theories have a weakness that makes them vulnerable to
criticism. Some primary steps for evaluating a theory include accuracy, practicality, consistency,
5
and acuity. Cognitive dissonance theory defines the relationship between beliefs, values, and
attitudes and their potential influence on dissonance. While a court case might provide a means
of breaking dissonance barriers, the theory does not accurately predict what would happen in
other scenarios, and its accuracy is questionable. Griffin et al. (2009) also evaluate a theory
based on its simplicity. The CDT theory might be complex to understand because it is
challenging to prove despite its application to communication discourses. An individual might
develop an attitude at one point and develop another at another instance. The implication of this
is that breaking a dissonance to establish a balance may not constantly reflect the actual scenario.
The practicality of the theory can also be considered (Vaidis & Bran, 2019). Effective
communication processes rely on the ability to diagnose all prevailing circumstances and their
potential influence on people’s decisions. Balancing the dissonance relies on proper
understanding. This also enhances its consistency because it proposes similar solutions to all
prevailing scenarios.
Cognitive dissonance theory remains one of the most respectable theories; it has
facilitated communication in many contexts. It guides communication by influencing how people
perceive their attitudes, values, and beliefs against their settings and other people’s. In an
argument pitting different parties against one another, the theory provides grounds on which one
party convinces the other through motivation and compromise. However, the theory is still
undergoing construction to deal with the issues arising from its weaknesses. While it is easy to
acknowledge its contribution to psychology, it is difficult to recognize the critical questions
arising from its application.
6
References
Carpenter, C. J. (2019). Cognitive dissonance, ego-involvement, and motivated
reasoning. Annals of the International Communication Association, 43(1), 1-23.
Festinger, L. (1962). A Theory of Cognitive Dissonance (Vol. 2). Stanford University Press.
Griffin, E. A., Crossman, J., Bordia, S., Mills, C., Maras, S., Pearse, G., … & Shanahan, D.
(2009). A First Look at Communication Theory, Em Griffin. Details: Boston: McGrawHill Higher Education, 230-265
Lazim, N. A. M., Sulaiman, Z., Zakuan, N., Mas’od, A., Chin, T. A., & Awang, S. R. (2020,
March). Measuring post-purchase regret and impulse buying in online shopping
experience from a cognitive dissonance theory perspective. In 2020 6th International
Conference on Information Management (ICIM) (pp. 7-13). IEEE.
Pelepeychenko, L., Zatsnyi, Y., & Zaitseva, M. (2021). Cognitive dissonance as a factor of
influence in American courtroom discourse. Linguistics and Culture Review, 5(S3), 173186. https://doi.org/10.37028/lingcure.v5nS3.1497.
Vaidis, D. C., & Bran, A. (2019). Respectable challenges to respectable theory: cognitive
dissonance theory requires conceptualization clarification and operational tools. Frontiers
in Psychology, 10, 1189.
Final Theory Research Paper & Presentation
One goal for this course is to learn to write a research or term paper that applies and analyzes a
communication theory.
There are at least three options or possible approaches you can take to complete this paper.
One, you can develop a hypothetical study of communication, with a well-defended thesis, and
apply at least one of the theories from your textbook in the paper. Two, you could select a theory,
conduct a review of the relevant literature, and write a critique the theory using Griffin’s criteria for
evaluating a theory. Three, you could select one of the sub-disciplines (e.g., interpersonal, media
studies, or health communication) and compare, contrast, and critique three theories commonly
used by this sub-discipline.
No matter which option you choose, the paper should focus on communication and at least one
theory. And you will complete the paper in at least 3 stages, which are described below.
Stage 1: Draft a 1-page pre-proposal where you describe which of the three options you’ve selected
you intend to write about, including which theory or theories you might use. Evaluation of this
paper is based upon the author’s effort to focus on identifying an appropriate theory for study and
quality of writing.
Stage 2: Draft the introduction of your term paper. This should include a brief review of the
literature (specifically how the theory has been used in previous research) and a thesis. If you select
option 1, you should include a description of what methods (e.g., interviews, surveys, observations,
textual analysis) you would use to investigate the phenomenon. This stage of the paper should be
approximately 4-6 pages long. This paper will be evaluated based upon the author’s effort to develop
their paper beyond the first stage to include a review of the literature, which attempts to summarize,
analyze, and synthesize research related to the theory selected. In this stage of the paper, accurate
use of APA will also be evaluated.
Peer Review: Bring two copies of your paper to class, in whatever stage it is in, for your
peers to review and comment on in class.
Stage 3: In the third and final stage of the paper you will include application and analysis of the
theory or theories you have selected. What this means is that you will describe how the theory is, or
was historically, used to understand particular communication behavior. You will also offer some
critique of the theory using Griffin’s criteria for evaluating a theory. Your report should include the
limits and opportunities the theory contributes to what we can study and know about
communication. This final version of the term paper should be 10 pages long and follow the APA
guidelines. A grading rubric, which will be used to assign grades, is below.
Final Paper Grading Rubric – Communication Theory
Clarity of Topic
and Goal
Analysis &
Application of
Content
Support/
Evidence
A
B
C
Topic of the paper is
clearly explained and the
goal of the paper is
clearly articulated in the
form of a 1-sentence
thesis. Paper focuses on a
communication specific
problem or topic.
The analysis of the theory
or theories is clearly
explained and where
applicable supported with
content from the course
textbook and outside
sources. (e.g., the author
uses specific examples
and vocabulary).
The paper provides
sufficient support from
the literature and course
text. This includes
appropriate foundational
and contemporary
literature.
The paper has a 1sentence thesis, but
the topic of the paper
lacks focus or vague
and in need of more
development. Focus
on communication
theory is clear.
The paper contains
analysis of
phenomenon, but
application of content
from the text is
implied or superficial.
The paper is missing
a thesis, but the topic
of the paper is clear
and focuses on
communication.
The topic and goal of
the paper is not clear.
The author
references course
content, but does not
accurately apply
those concepts to the
phenomenon or
artifact under
investigation.
The analysis is weak,
failing to accurately
apply concepts or is
absent. The paper
fails to make any
connections to
course materials or
evaluation of theory.
Paper provides some
support for its claims.
Author should use
more examples from
the literature or
textbook to illustrate
concepts or to
support claims.
Paper is missing an
introduction, body, or
conclusion, but
properly cites sources.
Paper conforms to
APA with few issues.
Author includes
support from the
literature or
textbook, but
application or use of
evidence is
inconsistent or
incorrect.
Paper is missing
more than one
component. Source
citation is
inconsistent. Paper
does not conform to
APA or is
inconsistent.
Paper has several (610 per page)
grammatical and
spelling errors.
Two of the 4
requirements is
missing
Paper lacks sufficient
support/evidence for
its claims.
Paper
Components,
Format, Source
Citations
Paper has introduction,
body, and conclusion.
Properly cites sources
using APA when
necessary. Paper
conforms to APA format
consistently.
Grammar &
Paper has no or very few
(less than 3 per page)
grammatical and spelling
errors.
Paper is at least 8 pages
in length.
Spelling
Other
Requirements
Paper has minor (4-6
per page) grammatical
and spelling errors.
One of the 4 required
items (listed at left is
missing).
Paper analyzes one (or
more) communication
theory(s)
Paper has a minimum of
10 sources
The author improved
paper; making several (23) major revisions ( of
content and structure)
Final Grade____________________________
D or less
Paper fails to focus
on a communication
topic or theory.
Two or more
components is
missing OR Source
citations are absent.
Paper format does
not conform to APA.
Paper has numerous
(more than 10 per
page) grammatical
and spelling errors.
3 of the 4 required
items are missing.