Festinger & Carlsmith (1959) – Cognitive

Consequences of Forced Compliance

Introduction to Cognitive Dissonance Theory
In 1957, psychologist Leon Festinger introduced the theory of cognitive dissonance. This theory proposes
that people have a fundamental desire for consistency in their thoughts, attitudes, and behaviors. When an
individual’s beliefs or attitudes are inconsistent with their actions, it creates an uncomfortable psychological
state called dissonance. This dissonance motivates people to reduce the inconsistency, often by changing
their attitudes or beliefs to match their behavior.
To test this theory in a controlled experiment, Festinger and his colleague James Carlsmith designed a
study that would later become one of the most famous experiments in social psychology.
Purpose of the Study
The goal of the study was to examine whether forced compliance—doing something against one's beliefs—
could lead to an actual change in attitude, especially when the external justification (such as payment) was
minimal. The researchers wanted to see if people would change their internal beliefs to resolve the
psychological discomfort that results from behaving in a way that conflicts with those beliefs.
Participants and Setup
The study involved 71 male college students at Stanford University. Each participant was invited to the lab
to take part in what they were told was a study on the “measures of performance.” The true aim of the study
was hidden to avoid bias.
Participants were given a very boring task—for example, repeatedly turning wooden pegs on a board for an
hour. The researchers intentionally made the task dull to ensure that participants would not naturally find it
enjoyable.
After completing the task, the experimenter asked each participant to do a small favor: they were told that
another participant (actually a confederate, or actor) was about to take part in the same experiment, and the
researchers wanted the next person to believe the task was enjoyable. The participant was asked to tell this
new person that the task had been interesting and fun.
Experimental Conditions
Participants were randomly assigned to one of three groups:
$1 Group: These participants were paid $1 for telling the lie.
$20 Group: These participants were paid $20 for telling the lie.
Control Group: These participants were not asked to lie and were not paid.
Key Hypothesis
Festinger and Carlsmith hypothesized that participants who were paid only $1 would experience greater
cognitive dissonance than those paid $20. Why? Because $1 was not enough external justification to lie,
while $20 was. Therefore, to resolve the inconsistency between their belief (“the task was boring”) and their
behavior (“I said the task was fun”), the $1 participants would be more likely to change their internal
attitude and come to believe that the task was at least somewhat enjoyable.
Results
The results confirmed the hypothesis:
The $1 Group rated the task as significantly more enjoyable than either the $20 Group or the
Control Group.
The $20 Group showed no real change in attitude; they still believed the task was boring, but they
had a clear external justification for lying—being paid $20.
The Control Group, who neither lied nor were paid, gave similar ratings to the $20 Group,
confirming that the task was objectively dull.
Interpretation
The key finding was that less external justification led to more internal attitude change. In other words,
when people lie or behave inconsistently with their beliefs for a small reward, they experience greater
cognitive dissonance, which leads them to adjust their beliefs to reduce discomfort.
For example, a participant in the $1 group might subconsciously reason:
“I said the task was fun, but I only got $1 for doing it. Why would I lie for
just $1? Maybe it wasn’t that bad after all.”
 This change in thought resolves the dissonance by aligning attitude
with behavior.
Implications and Legacy
Festinger and Carlsmith’s study had a profound impact on psychology. It showed how behavior can
influence attitudes, not just the other way around. It also demonstrated the power of internal motivation—
how people strive for internal consistency, sometimes even more than external rewards.
The study laid the groundwork for future research in:
Persuasion and attitude change
Motivation and decision making
Self-perception and justification
Social influence and conformity
Multiple-Choice Questions
Multiple-Choice Questions (1–31)

1. ____ What was the primary aim of Festinger and Carlsmith's 1959 study?
A. To examine the effects of monetary incentives on task performance
B. To investigate how people resolve conflicting cognitions
C. To study the impact of boredom on cognitive function
D. To assess the reliability of self-reported data
2. ____ What task did participants perform in the study?
A. Solving complex puzzles
B. Turning pegs on a board for an hour
C. Writing essays on moral dilemmas
D. Engaging in group discussions
3. ____ How much were participants paid to tell the next person the task was enjoyable?
A. $5 or $15
B. $1 or $20
C. $10 or $30
D. $2 or $25
4. ____ What is cognitive dissonance?
A. A state of mental harmony
B. The discomfort experienced when holding conflicting beliefs or behaviors
C. A type of memory loss
D. Enhanced cognitive performance under stress
5. ____ Why did participants paid $1 report enjoying the task more than those paid $20?
A. They actually found the task enjoyable
B. They wanted to please the experimenter
C. The $1 payment was insufficient justification, leading them to change their attitude
D. They misunderstood the instructions
6. ____ What does the term "forced compliance" refer to in the context of this study?
A. Participants being coerced into the study
B. Participants being forced to comply with societal norms
C. Participants being induced to say something contrary to their beliefs
D. Participants being forced to complete the task
7. ____ What does the study suggest about the relationship between external rewards and attitude change?
A. Larger rewards always lead to greater attitude change
B. Smaller rewards can lead to greater attitude change due to insufficient justification
C. Rewards have no impact on attitude change
D. Only non-monetary rewards influence attitudes
8. ____ Which group experienced greater cognitive dissonance?
A. The $20 group
B. The $1 group
C. Both groups equally
D. Neither group
9. ____ What is the main implication of the study's findings?
A. People are more honest when paid less
B. External incentives are the primary drivers of behavior
C. People change their attitudes to align with their behaviors when lacking sufficient external
justification
D. Monetary rewards have no effect on behavior
10. ____ What psychological discomfort arises from cognitive dissonance?
A. Physical pain
B. Emotional distress
C. Mental fatigue
D. Anxiety or tension
11. ____ In the study, what role did the confederate play?
A. An observer
B. A fellow participant
C. The next participant to be deceived
D. The experimenter
12. ____ What does the term "insufficient justification" mean in this context?
A. Lack of a valid reason for participating
B. Not enough payment to warrant lying
C. Inadequate explanation of the task
D. Failure to follow instructions
13. ____ How does this study relate to real-life situations?
A. It doesn't; it's purely theoretical
B. It shows that people always act in line with their beliefs
C. It demonstrates how people might change their attitudes to justify actions they can't otherwise
explain
D. It proves that monetary incentives are ineffective
14. ____ What was the control group's role in the study?
A. They received no payment and didn't have to lie
B. They were paid $10 and told the truth
C. They observed the experiment without participating
D. They were given a different task
15. ____ What does this study suggest about the power of self-persuasion?
A. It's less effective than external persuasion
B. It's only effective with large incentives
C. People can convince themselves of a belief to reduce dissonance
D. Self-persuasion doesn't impact attitudes
16. ____ Which theory does this study support?
A. Maslow's Hierarchy of Needs
B. Pavlov's Classical Conditioning
C. Cognitive Dissonance Theory
D. Skinner's Operant Conditioning
17. ____ What is an example of cognitive dissonance in everyday life?
A. Feeling hungry and eating
B. Believing in healthy living but smoking cigarettes
C. Enjoying a movie and recommending it
D. Studying hard and getting good grades
18. ____ How can cognitive dissonance be reduced?
A. Ignoring the conflicting belief
B. Changing behavior to align with beliefs
C. Justifying the behavior with external reasons
D. All of the above
19. ____ What does the study reveal about the relationship between behavior and attitude?
A. Behavior always follows attitude
B. Attitude always dictates behavior
 C. Behavior can influence attitude, especially when external justification is minimal
D. There's no relationship between the two
20. ____ Why is the $1 payment considered "insufficient"?
A. It wasn't enough to motivate lying
B. It didn't cover the participants' expenses
C. It led to greater cognitive dissonance due to lack of external justification
D. It was less than minimum wage
21. ____ What is the significance of the study's findings in understanding human behavior?
A. It shows that people are always honest
B. It highlights the role of external rewards in shaping behavior
C. It demonstrates that internal motivations can lead to attitude change
D. It proves that people can't be influenced
22. ____ How did the $20 group's attitude compare to the control group?
A. They enjoyed the task more
B. They had the same attitude as the control group
C. They disliked the task more
D. They refused to participate
23. ____ What does this study suggest about lying for a significant reward?
A. It leads to greater attitude change
B. It causes more cognitive dissonance
C. It provides sufficient external justification, reducing the need for attitude change
D. It has no effect on attitudes
24. ____ What is a real-world application of cognitive dissonance theory?
A. Marketing strategies that create dissonance to influence purchasing decisions
B. Educational programs that align with students' beliefs
C. Legal systems that rely on confessions
D. None of the above
25. ____ How might someone resolve dissonance after making a difficult decision?
A. By regretting the decision
B. By changing their behavior
C. By justifying the decision to align with their beliefs
D. By ignoring the outcome
26. ____ What role does self-perception play in cognitive dissonance?
A. It has no role
B. It helps individuals assess their behaviors and adjust attitudes accordingly
C. It causes confusion
D. It reinforces existing beliefs without change
27. ____ Why is cognitive dissonance considered a powerful motivator?
A. It leads to physical discomfort
B. It compels individuals to seek consistency between beliefs and actions
C. It causes people to avoid new experiences
D. It has no significant impact
28. ____ What does the term "attitude change" refer to in this study?
A. A change in behavior
B. A shift in beliefs to align with actions
C. A change in personality
D. A temporary mood swing
29. ____ How does this study challenge the traditional view of behavior following attitude?
A. It supports the traditional view
B. It shows that behavior can lead to attitude change
C. It suggests no relationship between behavior and attitude
D. It indicates that attitudes are fixed
30. ____ What is the key takeaway from Festinger and Carlsmith's study?
A. People are always honest
B. External rewards are the main drivers of behavior
 C. Individuals seek consistency between their actions and beliefs, leading to attitude change when
inconsistencies arise
D. Monetary incentives have no effect on behavior
31. ____ In Festinger and Carlsmith’s classic study, participants paid $1 to lie reported more attitude
change than those paid $20. Why?
A. $20 was not enough to justify lying
B. $1 caused greater dissonance, leading to attitude change
C. $20 participants were less honest
D. The study measured personality, not attitude