Cognitive Dissonance, Anchoring, Representativeness Heuristic, and Social Contagion
OK, let me go to another--how much time do I have--cognitive dissonance. This is another psychological principle. The term was coined by sociologist Leon Festinger in the 1950s, I believe. I actually met this guy. That's the nice thing about being in academia, you meet all these great names if you're in long enough, eventually.
But what is cognitive dissonance? It's a judgmental bias that people tend to make, because they don't want to admit they're wrong. Maybe I'm oversimplifying this mistake. It's painful to think, that I believe something and it was wrong, so people will cling to old beliefs and try to find evidence that supports their beliefs, because they have an ego involvement with the belief. And so, I will be biased.
The famous experiment indicating cognitive dissonance, done by some psychologist, had the following form. They got a list of people who had just bought a car and they knew what make of car. They got the list from car dealers, so they knew exactly what car they had just bought. And they called these people up and asked them to participate in a psych experiment. Or I think they said a marketing experiment. They didn't let them know that they knew what car they had just bought. And then, the experiment was the following. Let's go through a number of--what magazines do you read? And they said, let's get these out. They got all the magazines that were on the newsstand. And they said, let's look through page by page and tell us which ads you remember reading.
And what they found is that people read the ads for the car they just bought. And they avoided especially the car that they thought they might buy, but decided not to buy. So, after you buy a car, you want to confirm your belief in it. So, you selectively get information that confirms your belief. And so, this cognitive dissonance is another factor. It's been demonstrated. It's an error that people make. It doesn't mean that people--again, none of these errors is unviable. People will make the error and then they'll learn from their mistakes and they'll correct. They're not totally cognitive dissonant, but it's just a kind of error that keeps coming up.