An Experimental Test of Cognitive Dissonance Theory in the Domain of Physical Exercise

Abstract

The present study examined cognitive dissonance-related attitude change in the domain of exercise. Experimental participants made a decision to perform a boring exercise task (stepping on a bench/chair) under three different conditions: a free-choice condition (n = 33, Male = 17 female = 16, Age = 14.57), under a no-choice/control condition (n = 28, Male = 15, Female = 13, Age = 14.50), and under a condition that compelled participants to practice bench/chair stepping (forced-choice condition) (n = 31, Male = 15, Female = 16, Age = 14.61). Results showed that participants in the free-choice condition reported more positive attitudes than participants in the control condition and participants in the forced-choice condition. Ancillary analysis indicated that cognitive dissonance is experienced as an aversive state, and that the amount of frustration that participants experienced immediately after the free-choice paradigm predicted attitudes.

Notes

Participants were also asked to report feelings of anxiety and stress. Because experimental groups did not display statistically significant differences on these emotions, indicators of anxiety and stress were excluded (see also Zanna et al., 1976). The alpha reliability of items measuring mental frustration, anxiety, and stress were satisfactory (α = .75).

For obese people, the cognition “I am obese” is also dissonant with the cognition “I exercise.” This dissonance may explain why obese people prefer to distort cognitions related to health risks of physical inactivity rather than engage in physical activity. That is, if obese people become physically active then additional dissonance is created between their behavior and self-image (for obese people do not exercise). Therefore, a good first step in promoting exercise among obese individuals would be again to re-affirm a positive view of their physical self.