The term Cognitive Dissonance describes the psychological state of tension that arises when a person experiences contradictory beliefs, values or actions. People strive for consistency in their thoughts and actions, so dissonance is perceived as unpleasant and is usually reduced by a change in behavior or attitude.

A classic example is the smoker who fears getting lung cancer or another disease from smoking but continues to smoke anyway. To reduce this enormous dissonance, he has two options: either he quits smoking (which is not easy), or he convinces himself that the pleasure of smoking is more important to him than the health risk.

Origin

  • Festinger, L. (1957). A Theory of Cognitive Dissonance. Stanford University Press.
  • Brehm, J. W. (1956). Post-decision changes in the desirability of alternatives. Journal of Abnormal and Social Psychology, 52(3), 384–389.

Application in UX design

In the field of User Experience (UX), Cognitive Dissonance can be used to persuade users to perform certain actions or to create a pleasant user experience.

Strategies for reducing Cognitive Dissonance:

  • Freemium models: Users who have tested a software for free often feel a cognitive dissonance if they stop using it – so they justify their time investment by making a purchase.
  • Upselling & Add-ons: A user who has already purchased a basic product tends to buy add-ons or premium versions to confirm their initial decision. This can often be seen in the accessories trade for smartphones or other high-priced products such as e-bikes, etc. Even if the product could be used without additional accessories, over 90 percent of buyers purchase a relatively large number of insignificant accessories at the same time or very soon afterwards.
  • E-commerce return policy: A generous return policy reduces cognitive dissonance, as users feel secure in the knowledge that they can rectify a bad decision.
  • Reviews and testimonials: Someone is considering whether to buy a very expensive product. The many positive reviews make them feel more confident about their decision, as other users have already had positive experiences.

Strategies for building Cognitive Dissonance:

  • Gratitude and a sense of duty: Free advice, advance versions, and customized analyses often lead to a sense of obligation to complete an action that has been started.
  • Dissonance as a motivator: A shortage of supply (for example: Only 1 seat left at this price) or time-limited versions increase the motivation to quickly reduce the dissonance in the decision-making process.

Impact on the User Experience

strong

Further information