When we simultaneously hold two conflicting beliefs, values, or emotional responses, we're said to be in a state of cognitive dissonance. The theory of cognitive dissonance predicts that in such states, we're driven to resolve the dissonance, sometimes in unexpected ways. Aesop's fable of the fox and the grapes is a classic example. Upon discovering some grapes hanging out of reach, and failing to retrieve them after much effort, the fox decides they aren't worth eating, whence comes our metaphor, sour grapes. The fox resolves the dissonance between its desire for grapes and its unwillingness to acknowledge its failure, by removing — without evidence — the desirability of the grapes.
Here are two examples of applying cognitive dissonance theory to workplace behavior.
- If you can't do it, we'll find somebody who can
- Upon being told that a task is impossible, some supervisors respond with this threat: Do what I ask, or I'll replace you. But it's far more sophisticated than a simple threat. In adhering to the position that the task is impossible, the subordinate would risk a demonstration that someone else is more capable. Since most people would find that outcome deeply troubling, the supervisor is here attempting to place the subordinate in a cognitively dissonant state. For the subordinate, the two conflicting thoughts are (a) the task is impossible and (b) my supervisor is implying that someone else can complete the task, and is therefore more capable than I.
- There are at least Some organizations remain
committed to failed
efforts even though
they've clearly failedthree ways out. First, the subordinate can let the supervisor find a replacement, which could potentially lead to demonstrated success and the subordinate's termination. Second, the subordinate can look for alternative employment, while pretending to accept the impossible task. Third, the subordinate can decide that the task is possible. Most choose the latter, because the first two choices are so unpleasant.
- Good money after bad
- Some organizations remain committed to failed efforts even though they've clearly failed. Two common explanations for such behavior are that the advocates of the effort have a personal interest in continuing the effort, or that they've "lost their objectivity." These mechanisms sometimes apply, but cognitive dissonance can also be important.
- Persisting in failed efforts can arise from dissonance between two ideas. First, there is the cherished vision of long ago, namely that the now-failing effort would produce dramatic success. Second is the thought that the effort is indeed failing. To resolve this conflict, advocates of failed efforts can accept failure, and then find a way to believe that their vision capabilities remain powerful, which can be difficult to prove. Alternatively, they can reject the evidence of failure. Many choose the latter, and for them, the project continues. To make that choice, they must find justifications, some of which are both transparently self-serving and transparently incorrect.
Three common explanations of the resolution behavior associated with cognitive dissonance are stupidity, lying, and hypocrisy. All are valid at times, but they're probably overused. Cognitive dissonance is at work at least some of the time. Top Next Issue
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Forthcoming issues of Point Lookout
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- As we assess the validity of others' statements, we risk making a characteristically human error — we confuse the beauty of their language with the reliability of its meaning. We're easily thrown off by alliteration, anaphora, epistrophe, and chiasmus. Available here and by RSS on December 18.
- And on December 25: Disjoint Awareness
- In collaborations, awareness of how our own work might interfere with the work of others is essential. Unless our awareness of others' work — and their awareness of ours — matches reality, the collaboration's objective is at risk. Available here and by RSS on December 25.
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