Cognitive dissonance in groups: the consequences of disagreement.

As L. Festinger (1957) argued, the social group is a source of cognitive dissonance as well as a vehicle for reducing it. That is, disagreement from others in a group generates dissonance, and subsequent movement toward group consensus reduces this negative tension. The authors conducted 3 studies to demonstrate group-induced dissonance. In the first, students in a group with others who ostensibly disagreed with them experienced greater dissonance discomfort than those in a group with others who agreed. Study 2 demonstrated that standard moderators of dissonance in past research--lack of choice and opportunity to self-affirm, similarly reduced dissonance discomfort generated by group disagreement. In Study 3, the dissonance induced by group disagreement was reduced through a variety of interpersonal strategies to achieve consensus, including persuading others, changing one's own position, and joining an attitudinally congenial group.