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A third way to alleviate cognitive dissonance is by adding a new cognition or belief that helps reconcile the conflicting ones. For example, a smoker might introduce the idea that smoking helps control their appetite and prevent weight gain, framing the behavior as beneficial to their health in another way.

Adding a New Cognition to Reduce Dissonance

A classic example of cognitive dissonance involves a person who smokes. They hold the cognition 'I am a smoker' while also being aware of the conflicting cognition 'Smoking is bad for your health,' creating psychological tension. To resolve this dissonance, the individual can either change their behavior by quitting smoking, or they can alter their cognitions to justify the behavior. This justification can take several forms, such as denying the evidence by deeming health research inconclusive, rationalizing the risk by believing filtered cigarettes are safer, or adding a new belief that smoking provides a health benefit, like appetite suppression to avoid being overweight.

Example of Cognitive Dissonance: Smoking

A military enlistee who voluntarily joins but then faces extreme hardships during boot camp provides a classic example of cognitive dissonance. The conflict between their voluntary commitment and the miserable reality creates intense psychological discomfort. Since leaving is not a legal option, the enlistee cannot resolve the dissonance by changing their behavior. Instead, to alleviate the discomfort, they can alter their beliefs and attitudes. For instance, the enlistee might reframe the experience by telling themselves, 'I am becoming stronger and healthier,' 'I am learning discipline,' or 'What I am doing is important for my country.' By adopting these new cognitions, they can perceive the challenges as valuable, thereby reducing dissonance and feeling better about their situation.

Example of Cognitive Dissonance: Military Boot Camp

An example of cognitive dissonance is seen in the case of Maria and Marco, who choose to live in the affluent and expensive Fairfield County, Connecticut, despite the significant financial hardship it causes them. The conflict between their financial struggles (renting a small house for over $3000/month, having no money for new things) and their choice to remain in a high-cost area creates dissonance. They reduce this psychological discomfort by adding new cognitions that justify their decision, focusing on the area's beauty, their love for the beaches, and the sense of comfort they feel there. These positive beliefs serve to rationalize their financially challenging choice, making it seem worthwhile.

Example of Cognitive Dissonance: Justifying High Living Costs

An individual who prides themselves on being environmentally conscious experiences significant internal conflict after buying a new, expensive car with poor fuel efficiency. Which of the following thoughts best illustrates the strategy of adding a new cognition to reduce this discomfort?

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