Addicted to the bubble.

As social beings we are most comfortable when our attitudes match our behaviors (Festinger, 1957). Holding attitudes that are inconsistent with our behaviors causes psychological arousal/tension that is unwanted therefore we become motivated to reduced these feelings of discomfort; this concept is known as The Coginitive Dissonance Theory (Festinger, 1957). Studying Cognitive Dissonance lead Festinger to explore the ways in which people go about reducing the arousal they experience when participating in behavior that is counter to their attitudes. In the study by Festinger and Carlsmith (1959), how people justify attitude-discrepant behavior was examined by having participants complete a boring task and then rewarding them with either $1 or $20 to lie about the task to another participant (who was really a confederate) who has not yet completed the task. This task would create dissonance because they would be partaking in a behavior that did not match their attitude; they would be lying and saying the task was fun when they believed it was boring. When the experiments were over, the participants were asked how they truly felt about the task. Participants who received $20 admitted that the task was boring; interestingly, participants who received $1 changed their attitudes towards the task and reported that the task was somewhat enjoyable. This is due to insufficient justification. Insufficient justification is a condition in which people perform a task that is counter to their attitude without receiving a large reward. The

participants who received $20 dollars could justify why they completed the task because they received a large reward but the participants who only received $1 could not. The participants who received $1 participated in attitude-discrepant behavior without sufficient justification for doing so; the behavior created arousal that motivated them to change their attitudes (and say the task was more enjoyable) to reduce the dissonance that had been created.

Induced compliance is similar to insufficient justification in that a person is induced to do something that is counter to their attitudes without much persuasion. As many of you know by now, I work at YOGO Bowl (which is much better then Cherry Berry!) We have recently started selling bubble teas, smoothies, and slushies. Just like when I learned to make the smoothies and slushies, I knew Steve, my manager,

would want me to try the bubble teas I made. I was NOT excited. I had had bubble teas from other places in Austin before and I hadn't liked them very much. When I learned to make the bubble teas Steve did not let up and asked me to try them. As I made more and more bubble teas each time I worked, I began to try them even when Steve wasn't there so I could give customers my opinion about each flavor when they asked. My attitudes towards bubble tea slowly began to change. No matter how hard I didn't want to like it the cognitive dissonance got me! It took some getting used to but now... I am completely head-over-heels in LOVE with the bubble tea (Chai is my favy:) Ehhhh although I hate to say it, I guess giving in isn't always so bad! haha _____________________________________________________________________

Festinger, L. (1957). A theory of cognitive dissonance. Stanford, CA: Stanford University Press.

Festinger, L., & Carlsmith J. M. (1959). Cognitive consequences of forced compliance. Journal of Abnormal and Social Psychology, 47, 382-389.