Analysis:
Dissonance-Congruence and the Perception of Public Opinion.
Kenneth W. Eckhardt; Gerry Hendershot. The American Journal of Sociology,
Vol. 73, No. 2 (Sep., 1967), 226-234
| Relationship of behavior to Group Opinions, Norms, and Values | Relationship of Behavior to Cognitive Set | |
|---|---|---|
| Consonant | Dissonant | |
| Congruent | A. (Consonant-Congruent) The Individual's opinion can be validated by reference to either his cognitive set or public opinion. Since his opinion is consonant with his cognitive set, he experiences no psychological strain, and since his opinion is congruent with public opinion, whatever interactions he has with others who share similar views only reinforces his own position. Unless his position in the social system requires an assessment of the public position, there exists little or no need for him to activiely ascertain and assess the position of others. In terms of psychological utility, the individual is under no pressure to determine accurately, the distribution of public opinion, since such knowledge is of little reinforcement value. | B. (Dissonant-Congruent) The Individual's opinion can be validated only along one dimention: its relationship to public opinion. As the individual has offered an opinion contrary to his cognitive set, he experiences discomfort. This discomfort or dissonance, however, can be reduced, if not eliminated, by seeking the support of others. Since we have posited a relationship of congruency, the individual finds it rewarding to assess the opinion of the public. In fact, the more aware he becomes of the congruence between his opinion and the opinions of others, the greater the validation or support he obtains for his own opinion. Other conditions being equal, therefore, individuals in a dissonant-congruent relationship have greater reason to be more aware of the distribution of public opinion than persons in a consonant-congruent relationship. |
| Non-Congruent | C. (Consonant-Non-Congruent) The Individual's opinion and cognitive set are consonant, but he is non-congruent with public opinion. The more visible his deviance, the greater the negative sanctions he experiences from the publc. Not only are negative sanctions increased with the visible display of deviance through interaction, but the greater extent to which the public serves as a reference group, the greater his psyhological discomfort. His discomfort is reduced by validating his oipinion with his cognitive set and by remaining ignorant of public opinion and avoiding interaction on this issue. Whatever motivation the individual originally possessed for determining public opinion is reduced through contact with the public.. In a sense, awareness of public opinion is psychologically and socially punishing. Consonant-Non-Congruent individuals are therefore less likely to be informed concerning public opinion than consonant-congruents who in turn are less aware than dissonant-congruents. | D. (Dissonant-Non-Congruent)s are confronted with a double dilemma. Validation for their opinions can be found neither through reference to their cognitive set nor through reference to public opinion. Persons in this situation are likely to be unstable in their opinions, cognitive sets, or reference groups. Precisely which relationship will change and under what conditions is subject to a variety of variables and their examinations is beyong the scope of this paper. For reasons developed above, however, the dissonant-non-congruent is unlikely to seek out public opinion, and his assessment of its distribution will be misinformed or distorted. As he is also confronted with a discrepancy between opinion and cognitive set, we can predict instability and a general unwillingness to consciously focus on the issue being discussed by the public. |
| A. (Consonant-Congruent) | B. (Dissonant-Congruent) | C. (Consonant-Non-Congruent) | D. (Dissonant-Non-Congruent) |
|---|---|---|---|
| "The discriminatory opinion of a prejudiced southern white is consonant with his cognitive set and congruent with southern public opinion." | "The discriminatory opinion of a non-prejudiced southern white is dissonant with his cognitive set but congruent with southern public opinion." | "The liberal opinion of a non-prejuduced southern white is consonant with his cognitive set but non-congruent with southern public opinion." | "The liberal opinion of a prejudiced southern white is dissonant with his cognitions and non-congruent with southern public opinion." |
| Someone living comfortably in an environment of perceived total agreement, with focused hostility on an adversary perceived or real. | Someone reluctantly trying to fit into a perceived dominant society, takes a dissonant position out of fear of isolation or physical harm. | Someone who refuses to fit in or agree with the perceived dominant public opinion, but who has become silent on issues in order to avoid hostility or disagreement. | Someone who lacks self-confidence or who is in the process of emotional development, but for what ever reason, has stopped assessment of public opinion? |
It could be assumed that people project their views onto others (in this case the public) and that non-congruents simply have the "wrong" opinions, thus resulting in mis-perception of public opinion.