This week and next, I’m discussing the concept of “cognitive dissonance.” Cognitive dissonance is the uncomfortable feeling that comes from believing two conflicting ideas at the same time. Whenever a reasonable person engages in risky behavior, whether slight (a second slice of cake) or serious (texting while driving) he or she experiences some cognitive dissonance. Humor is a common way to decrease the tension caused by cognitive dissonance, so beware if you find yourself chuckling when you tell your friends what you did last night.
What are other examples of cognitive dissonance? Smoking is one. Smokers reconcile their desire for a cigarette with their desire to live long, healthy lives. This conflict makes them feel uncomfortable. The knowledge that “I am increasing my risk of lung cancer” does not support the belief that “I am a smart and reasonable person who makes good decisions.” So how do smokers decrease their cognitive dissonance? I have seen any number of strategies.
A smoker might rationalize that lung cancer, heart disease, and emphysema develop only in people who smoke more than they do. They might trick themselves into believing that smoking actually protects them from illness. Or they might decide, once and for all, to quit. All these strategies reduce cognitive dissonance, but the last obviously works best.
Aesop’s fable, The Fox and the Grapes, provides another example of cognitive dissonance. A fox sees some delicious-looking grapes hanging high on a branch but cannot reach them. The fox wants something that he cannot have, and he soon decides that the grapes are probably sour and not worth the effort. In this way, he convinces himself that 1) there is something wrong with the grapes, and 2) there is something wrong with anyone else who might want them.
Therapists sometimes use cognitive dissonance to help clients see how their own behaviors are causing them discomfort or harm. It’s not always easy to see that on your own, but it’s often impossible to ignore once someone helps you see it for yourself. When you understand your actual choices, it’s easier to make them in a way that supports your goals.
Cognitive dissonance can cause a person to feel surprised, guilty, angry, or embarrassed. People experiencing this discomfort usually try to reduce it by changing their beliefs or adding new ones to reduce the conflict between the two conflicting ideas.
Next week I will discuss how we have come to accept a large amount of cognitive dissonance in what we eat and how it makes us feel. Americans live with so much food-related cognitive dissonance that it has become an invisible part of the background. But that doesn’t mean it’s normal, or healthy. Far from it.