Balance Theory and Cognitive Dissonance Theory

 

Heider, Fritz. 1958. The Psychology of Interpersonal Relations. NY: Wiley. Chapter 7: Sentiment pp.174-217.

 

The Perspective of Heider:

 

1. Cognitive: how do people process information

2. Gestalt Perspective: interest in unit formation

Gestalt has been translated as form, configuration, shape, or essence and manner.

Gestalt Psychology 1910: psychological phenomena can only be understood if they are organized, structured holes (Gestalten).

Example: Apple

·       According to the Gestalt perspective an Apple becomes relevant in terms of symbols.

·       According to the structuralist position, an apple is broken down in primitive elements like redness, texture, shape, contour, etc.

3. Naïve Psychology

Question: Why is Heider using songs and proverbs as examples?

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0verhead

p       person

o       other

x       impersonal entity

 

U           Unit forming connections:

NotU       not connected

 

L     liking

DL  disliking

 

L       Factors that produce Liking

1.              similarity

2.              proximity

3.              familiarity

4.              ownership

5.              similarity of beliefs and goals

 

Interesting problem:

Although proximity and familiarity is likely to produce a positive Unit relation, there is a notable exception: Why are the most closely related people likely to create the worst fights?

Example: Siblings, couples, neighbors.

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Festinger, Leon. 1957. A Theory of Cognitive Dissonance. Stanford CA: Stanford University Press.

 

 

 

Cognitive dissonance is seen as the pressure of reality.

• Elements of cognition re responsive to reality. They mirror and map reality.

• “The reality which impinges on the person will exert pressures in the direction of bringing the appropriate cognitive elements into correspondence with that reality”(p.11).

There are similarities and fundamental differences to Heider’s theory.  

First some similarities:

Festinger cites from an (at that point in time yet) unpublished manuscript of Heider:

Overhead

“Summarizing this preliminary discussion of balanced, or harmonious states, we can say that they are states characterized by two or more relations which fit together.  If no balance state exists, then forces toward the [balanced] state will arise.  Either there will be a tendency to change the sentiments involved, or the unit relations will be changed through action or cognitive reorganization.  If a change is not possible, the state of imbalance will produce tension, and the balanced states will be preferred over the states of imbalance”(7-8).

If one replaces the word “balanced” with “consonant” and “imbalance” with “dissonance,” this statement by Heider can be seen to indicate the same process with which our discussion up to now has dealt”(p.8)

 

overhead

Cognitive Dissonance Theory (KDT)

Terminology

 

dissonance

= inconsistency

= imbalanced state = disharmonious states (Heider)

= incongruity (Osgood & Tannenbaum)

 

consonance

 = consistency

= balanced state = harmonious states (Heider)

= congruity (Osgood & Tannenbaum)

 

cognitions

= elements = "knowledges"

= sentiments (Heider 1958)

overhead

Dissonance occurs

Especially when action must be taken or opinions have to be formed. [I would call this salience].

Only if cognitions are relevant to each other

 

The Magnitude of Dissonance depends on

the importance of the elements

proportion of elements that are in a dissonant relationship

 

"The maximum dissonance... is equal to the total resistance to change of the less resistant element" (p.28).