Brain
Using fMRI, Van Veen and colleagues investigated the neural basis of cognitive dissonance in a modified version of the classic induced compliance paradigm. While in the scanner, participants "argued" that the uncomfortable MRI environment was nevertheless a pleasant experience. The researchers replicated the basic induced compliance findings; participants in an experimental group enjoyed the scanner more than participants in a control group who simply were paid to make their argument.
Importantly, responding counter-attitudinally activated the dorsal anterior cingulate cortex and the anterior insular cortex; furthermore, the degree to which these regions were activated predicted individual participants' degree of attitude change. Van Veen and colleagues argue that these findings support the original dissonance theory by Festinger, and support the "conflict theory" of anterior cingulate functioning.
Using the free choice paradigm, Sharot and colleagues have shown that after making a choice, activity in the striatum changes to reflect the new evaluation of the choice object, increasing if the object was chosen and decreasing if it was rejected. Follow-up studies have largely confirmed these results.
There may be evolutionary forces behind cognitive dissonance reduction. Researchers in a 2007 study examined how preschool children and Capuchin monkeys reacted when offered the choice between two similar options. The researchers had the two subject groups choose between two different kinds of stickers and candies. After choosing, the two groups were offered a new choice between the item not chosen and a similarly attractive option as the first. In line with cognitive dissonance theory, the children and the monkeys chose the “novel” option over their originally unchosen option, even though all had similar values. The researchers concluded that there were possible development and evolutionary forces behind cognitive dissonance reduction.
Subsequent studies have been done using functional magnetic resonance imaging (FMRI) technology to examine the decision-making process in the brain. A 2010 study showed that during decision-making processes where the participant is trying to reduce dissonance, activity increased according to the FMRI scan in the right-inferior frontal gyrus, medial fronto-parietal region and ventral striatumventral striatum, whereas activity decreased in the anterior insula. Researchers concluded that rationalization activity may take place quickly (within seconds) without conscious deliberation. In addition, the researchers stated that the brain may engage emotional responses in the decision-making process.
Read more about this topic: Cognitive Dissonance
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