Cognitive Dissonance

Cognitive dissonance is a cognitive-behavioral theory of communication that insists that people are motivated to seek consonance if they are faced with conflicting cognitions. To understand this better, I will first define cognition as any belief, opinion, attitude, perception, or piece of knowledge about anything – about other persons, objects, issues, or oneself (Kowol) and dissonance is an inconsistency or conflict. Avoiding dissonance is just as important as needs such as safety or hunger so, people will sometimes avoid communicating or receiving information from someone to stay away from situations that may increase it. The theory suggests that dissonance is so uncomfortable that people are motivated to seek consonance. This is because people are more comfortable with being consistent than not. It is very important that leaders are aware of such theory as an aid to help with better communicate and understand their staff members. Leaders must also be aware that some employees may complete task based on forced compliance and that this could create a dissonance between their cognition and their behaviors and this person will seek consonance. Hopefully, they will seek it in a normal way. Leaders communicate on a daily basis with people with diverse cognitions and they must be aware of the ones who may be impacted by opposing beliefs or opinions. Leaders must understand that variable that have an impact on the way a person function cognitively are said to be out of a person’s control.
Reference
1. Kowol, Adam. "The Theory of Cognitive Dissonance." (n.d.): n. pag.www.adamkowol.info/works/Festinger.pdf. Web. 22 Feb.