Cause and Effect - Cognitive Dissonance Paradigms and Revisions to Dr. Festinger's Original Theory

How is cognitive dissonance theory tested?  Research is gathered to determine what happens when a person's behavior is dissonant from their beliefs and attitudes.

Four paradigms have been developed to better understand patterns in dissonance reduction.

The Free Choice Paradigm

This paradigm states that dissonance will be a result of a decision made.  (Brehm, 1956)  Research into the theory's post decision dissonance states that negative aspects of the chosen alternative and positive aspects of the rejected alternative becomes dissonant with the decision.  Vice-versa, the positive aspects of the chosen alternative and the negative aspects of the rejected alternative is now consonant with the decision.  The more difficult the decision, the higher level of dissonance.  Reduction of dissonance will be attempted by removing the corresponding negative or positive aspects.  Altering the aspects of these decision alternatives to reduce dissonance will lead to viewing the CHOSEN alternative as more desirable and the rejected alternative as less desirable. (Brehm, 1956) 

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