Conclusions

Although the theory of cognitive dissonance has been used in numerous respects to better understand individual behavior within psychology and group behavior in sociology, Festinger's theory has been highly criticized by many scientists and theorists. The theory’s precision and validity have been challenged several times by individuals who have made their personal revisions to the theory, such as Elliot Aronson and his self-consistency understanding of cognitive dissonance. As Harmon-Jones and Mills discuss, “[These] revisions differ in what they posit to be the underlying motivation for dissonance effects” (13). But, as Festinger states in his original work, “It would be unfortunate indeed if the concept of dissonance were used so loosely as to have it encompass everything, thus depriving it of meaning entirely” (Festinger 1957, 278). It is clear in reading these works that Festinger outlined the fundamental motivations for dissonance so that the theory could be accurately applied, and not simply used as a random explanation.

Festinger’s theory of cognitive dissonance has lasted almost fifty years because of the terms in which it has been used. Its application within the field of advertising has not only been a great asset to the understanding of a highly complex discipline, but in turn, advertising has been used to further Festinger’s findings and to enhance a theory which has otherwise been dismissed by the general public as common knowledge. It is clear that this theory will continue to be challenged as long as there are cases in which it can be utilized, but it is also clear that the uses in which it can be applied will only be furthered due to its practicality and insight.

Theory of Cognitive Dissonance • Created by Allison C. Wright

Dr. Leckenby • The University of Texas at Austin • February 18, 2003