The Inconsistency of the Preference For Consistency: Different Facets Have Different Effects on Processing and Behavior
People strive to integrate their thoughts, feelings, and actions into a
consistent system. Numerous social psychological theories are based on
this assumption referred to as consistency theories, e.g. balance
theory or the theory of cognitive dissonance. However, people differ in
the extent to which they prefer consistency (Cialdini, Trost, &
Newsom, 1995). As a consequence, they also differ in the extent to
which they show the effects predicted by consistency
theories.
In my research, I examine two different facets of the preference for
consistency (PFC): (a) the preference for consistency of actions and
attitudes (PfA) and (b) the preference for a balance of the triad of
oneself (P), another person (O) and an object (X) (PfB, Heider, 1958).
Three studies showed that PfB is distinguishable from PfA having both
contrasting effects on cognitive, affective, and behavioral reactions
in balanced and unbalanced social situations (Klocke, 2009): PfB
intensified the expectation and the expression of consensus to a
likable partner as well as the adaptation to a likable partner’s
attitude. Presumably this helps to demonstrate and attain balance. PfA
showed the reverse effects. In addition, it intensified the devaluation
of attitude-inconsistent information and reduced systematic processing
of a partner’s statement. Probably, this should maintain consistent
cognitive structures. When a partner had expressed a dissenting
attitude, PfB leads to a more balanced evaluation of
attitude-inconsistent information. Presumably this helps to prepare an
attitude change necessary to attain balance.
The project was partly supported by the Seedcorn Grant of the European
Association for Social Psychology (EASP).
References:
Cialdini, R. B., Trost, M. R. & Newsom, J. T. (1995). Preference
for consistency: The development of a valid measure and the discovery
of surprising behavioral implications. Journal of Personality &
Social Psychology, 69, 318-328.
Heider, F. (1958). The psychology of interpersonal relations.
Mahwah, NJ US: Lawrence Erlbaum Associates Publishers.
Klocke, U. (2009, June 13th). The inconsistency of the preference
for consistency: Different facets have different effects on processing
and behavior. Paper presented at the EASP Small Group Meeting on
Cognitive Consistency, Kloster Bronnbach, Germany.