Cognitive dissonance has been studied for more than 60 years and many insightful findings have come from this research. However, some important theoretical and methodological issues are yet to be resolved, particularly regarding dissonance reduction. In this paper, we place dissonance theory in the larger framework of appraisal theories of emotion, emotion regulation, and coping. The basic premise of dissonance theory is that people experience negative affect (to varying degrees) following the detection of cognitive conflict. The individual will be motivated to alleviate these emotional reactions and could do so by reducing dissonance in some manner. We argue that detection of dissonance will follow the same principles as when people interpret any other stimuli as emotionally significant. Thus, appraisal theory of emotion, which argues that emotions are generated via the cognitive evaluation of surrounding stimuli, should be applicable to the dissonance-detection process. In short, we argue that dissonance-reduction strategies (attitude change, trivialization, denial of responsibility, etc.) can be understood as emotion-regulation strategies. We further argue that this perspective contributes to reconciling fragmented (and sometimes contrary) viewpoints present in the literature on dissonance reduction. In addition to proposing the general model of dissonance reduction, we illustrate at the hand of empirical data how research on dissonance reduction can be performed without relying on experimental paradigms that focus on a specific reduction strategy.

Cognitive consistency is generally considered a fundamental aspect of the human mind, and cognitive dissonance theory is the most famous and studies theory within this framework. Dissonance theory holds that when related cognitions are in conflict (e.g. when behaving counter to one’s attitudes), people will experience negative affect. This affective reaction motivates people to engage in various dissonance-reduction strategies (e.g. attitude change). The aim of this thesis was to investigate some novel, and unanswered questions within dissonance research, and to relate dissonance theory to neighboring theories.

In Study I, it was predicted (and supported) that cognitive dissonance (writing a counter-attitudinal essay in the induced-compliance paradigm) would lead to people exhibiting an abstract mindset. The rationale for this prediction (based on action-identification theory) was that unfamiliar and difficult situations, were action is usually impeded (much like dissonant situations), lead to individuals adopting more concrete representations of the situation – for the sake action execution. However, since people usually want to find meaning in their actions, they will quickly, after the action is executed, adopt an abstract representation of the situation – which might also lead to spillover effects were people’s mental representation of their actions in general become more abstract.

In Study II, the aim was to investigate to what extent, and how, emotions relate to the attitude-change effect in the induced-compliance paradigm. Past researchers usually predict that negative emotions should be positively related to this effect. Based on the notion of emotion regulation, however, attitude change (a form of reappraisal) implies that people are positively (and less negatively) tuned to the situation – and should therefore feel more positive (and less negative) emotions towards the situation. Thus, contrary to past research, it was predicted that negative emotions would be inversely related to attitude change, and positive emotions would be positively related to attitude change. Result across two experiments supported these predictions.

Lastly, in Study III, the aim was to provide a general theoretical model of dissonance reduction. Based on a cognitive-emotion perspective (including appraisal theories of emotion, emotion regulation, and coping), it was suggested that reduction processes are influenced by the intensity of the initial affective reaction. This affective reaction is in turn influenced by the magnitude of the dissonance and the novelty-familiarity dimension of the situation. When the dissonance magnitude is too big, and the situation novel, people might disengage rather quickly (leaving the situation or distracting themselves). If, however, people have enough motivation and cognitive capacity, they might engage more in the reduction processes. The advantage of this model is that it can be applied to any dissonant situation.

Taken together, these studies suggest that there is still much to discover in dissonance research, and much can be gained by conceptualizing dissonance processes within a cognitive-emotion framework. Future research should focus more on how the social context (e.g. influence of other people) might affect these dissonance processes. More emphasis should also be put on the prevalence of different dissonant situations, and the accompanied reduction attempts, in real-life settings.

Detecting pathogen threats and avoiding disease is fundamental to human survival. The behavioral immune system (BIS) framework outlines a set of psychological functions that may have evolved for this purpose. Disgust is a core emotion that plays a pivotal role in the BIS, as it activates the behavioral avoidance motives that prevent people from being in contact with pathogens. To date, there has been little agreement on how disgust sensitivity might underlie moral judgments. Here, we investigated moral violations of “purity” (assumed to elicit disgust) and violations of “harm” (assumed to elicit anger). We hypothesized that individual differences in BIS-related traits would be associated with greater disgust (vs. anger) reactivity to, and greater condemnation of Purity (vs. Harm) violations. The study was pre-registered (https://osf.io/57nm8/). Participants (N = 632) rated scenarios concerning moral wrongness or inappropriateness and regarding disgust and anger. To measure individual differences in the activation of the BIS, we used our recently developed Body Odor Disgust Scale (BODS), a BIS-related trait measure that assesses individual differences in feeling disgusted by body odors. In line with our predictions, we found that scores on the BODS relate more strongly to affective reactions to Purity, as compared to Harm, violations. In addition, BODS relates more strongly to Moral condemnation than to perceived Inappropriateness of an action, and to the condemnation of Purity violations as compared to Harm violations. These results suggest that the BIS is involved in moral judgment, although to some extent this role seems to be specific for violations of “moral purity,” a response that might be rooted in disease avoidance. Data and scripts to analyze the data are available on the Open Science Framework (OSF) repository: https://osf.io/tk4x5/. Planned analyses are available at https://osf.io/x6g3u/.

We examined how men’s and women’s self-presentational choices influenced perceived suitability for a senior position. We confronted applicants to job interview questions preferred by men or women. Regardless of their gender, applicants received better evaluations when they received questions initially selected by men than questions initially selected by women.

In this preregistered study, we investigated how different types of moral violations elicit disgust vs. anger, and the role of disgust sensitivity in responding to moral violations. Our results show that purity violations primarily elicit disgust reactions, and individual differences in body odor disgust sensitivity moderates reactions to purity violations.

The aim of this study was to investigate if different scale formats affect what conclusion one can draw about the prevalence of a specific trait in a sample. More specifically, we compared the original scale format of Need for cognition (1-5) and Behavioral Inhibition/Approach (1-4) with an 11-point scale (0-10), and a psychophysical scale originally developed to measure physical exertion, Borg centiMax Scale®. Forty-eight psychology undergraduate students participated in return for course credit. In a within-subjects design, all participants completed both questionnaires in all three versions. Results revealed that the mean was consistently reaching ceiling effects when using the original scale formats, and the variation was relatively low compared to the other scales. In sum, the results revealed that the scale format plays a significant role in how prevalent a specific trait becomes in a sample.

This study investigated the effects of cognitive conflict on abstract thinking. According to action-identification theory, an ambiguous and unfamiliar situation might propel an individual to a more abstract mindset. Based on this premise, cognitive conflict was hypothesized to put people in an abstract mindset. The induced compliance paradigm, in which participants are asked to write a counter-attitudinal essay under either low choice (producing little dissonance) or high choice (producing more dissonance), was employed. Results showed that an abstract mindset was in fact activated in the induced compliance paradigm, and this effect was more pronounced for participants having a more concrete mindset to begin with. The results suggest that the experience of cognitive conflict is closely related to increased abstraction.

The aim of this study was to clarify how positive and negative emotions are related to the common attitude-change effect in cognitive dissonance research. Drawing on appraisal theories of emotion, and emotion-regulation research, we predicted that negative emotions would be inversely related to attitude change, whereas positive emotions would be positively related to attitude change in the induced compliance paradigm. In two studies, participants (N = 44; N = 106) wrote a counter-attitudinal essay under the perception of high choice, and were later asked to state their emotions in relation to writing this essay, as well as to state their attitude. Results confirmed the predictions, even when controlling for baseline emotions. These findings untangled a previously unresolved issue in dissonance research, which in turn shows how important emotion theories are for the understanding of cognitive dissonance processes.

This study investigated the effects of cognitive conflict on abstraction. Results revealed that an abstract mindset was in fact activated when participants experienced cognitive conflict. This suggest that cognitive conflicts are closely related to increased abstraction.

This study investigated the effects of cognitive dissonance on abstract thinking. According to action-identification theory, whenever people try to understand a situation in a new way, they activate an abstract mindset. Based on this premise, dissonance was hypothesized to put people in an abstract mindset. The induced compliance paradigm, in which participants are asked to write a counter-attitudinal essay under either low choice (producing little dissonance) or high choice (producing more dissonance), was employed. Results showed that dissonance did in fact activate a more abstract mindset, and this effect was more pronounced for participants having a more concrete mindset to begin with. This suggests that increasing abstraction, as a reaction to cognitive conflict, is a way for people to resolve inconsistencies.