Cognitive Dissonance
Definition
Cognitive dissonance is a term used in modern psychology to describe the feeling of discomfort when simultaneously holding two or more conflicting thoughts: ideas, beliefs, values or emotional reactions. In a state of dissonance, people may sometimes feel "disequilibrium": frustration, nausea, dread, guilt, anger, embarrassment, anxiety, etc.
Cause and Effects
Dissonance is created when people are confronted with information that is inconsistent with or opposed to their beliefs. If this uneasiness is not reduced by changing one's belief, the dissonance can be resolved by misperception, rejection or refutation of the information, seeking support from others who share the alternative beliefs, and attempting to persuade others.
Most people will avoid situations or information sources that give rise to feelings of uneasiness, or dissonance. They will also attempt to eliminate cognitive dissonance through the process of "dissonance reduction". Many Message Believers deal with their dissonance with regards to the facts on William Branham's failed prophecies by avoiding websites like this. Many Message Ministers support this approach by preaching that members of their churches should avoid the internet.
Cognitive dissonance also leads people to accept any information that affirms their already established opinions, rather than referencing material that contradicts them. For example, a person who is politically conservative will only read newspapers and watch news commentary that is from conservative news sources. This bias appears to be particularly apparent when faced with deeply held beliefs, i.e., when a person has 'high commitment' to his or her attitudes.
Examples
UFO Cult
Leon Festinger (who first coined the term "cognitive dissonance") related an account of the followers of a UFO cult as reality clashed with their fervent belief in an impending apocalypse. The surprising result was that after the failed prophecy the cult members' faith deepened. The believers met at a pre-determined place and time, believing they alone would survive the Earth's destruction. The appointed time came and passed without incident. They faced acute cognitive dissonance: had they been the victim of a hoax? Had they donated their worldly possessions in vain? Most members chose to believe something less dissonant to resolve reality not meeting their expectations: they believed that the aliens had given earth a second chance, and the group was now empowered to spread the word that earth-spoiling must stop. The group dramatically increased their proselytism despite the failed prophecy.
Smoking
Smoking is a common example of cognitive dissonance because it is widely accepted that cigarettes can cause lung cancer, and smokers must reconcile their habit with the desire to live long and healthy lives. In terms of the cognitive dissonance theory, the desire to live a long life is dissonant with the activity of doing something that is likely to shorten one's life.
Dissonance Reduction
People want to harmony between their expectations and reality. When cognitive dissonance appears, they engage in a process termed "dissonance reduction", which can be achieved in one of three ways:
- (1) lowering the importance of one of the factors raising the concern,
- (2) adding or inventing new facts, or
- (3) changing one of the dissonant factors.
This bias sheds light on otherwise puzzling, irrational, and even destructive behavior.
Followers of William Branham's Message
Cognitive dissonance has been created in a number of people that have viewed the information on this website. We have been able to view the impact through email correspondence with message believers. Followers of William Branham's message are rarely prepared to actually put their beliefs under the microscope and actually examine them in the light of independent, objective analysis.
Examples include:
- The Municipal Bridge Vision - The fact that this vision took place when William Branham was a child is grounds for it being ignored, as he could have made a mistake. This ignores the fact that he said that it was fulfilled, and it is the fulfillment that creates the problem, i.e. it never happened.
- The Municipal Bridge Vision - This happened a long time ago and therefore it is likely that the deaths of the workers simply went unreported. This ignores the fact that the wives, parents and children of a group of 16 men that perished in a construction accident would not permit their memory to be forgotten. For that reason, the deaths in the construction of the Big Four Bridge are still remembered. A death of one person might be forgotten but not 16 men.
- African Vision - To avoid this issue, people will say that William Branham was referring to India, not Africa, even though he specifically mentions Durban, South Africa in the vision. Or another method of avoiding the implication of this failed vision is to state that well over 300,000 people have heard the tapes in South Africa thereby fulfilling the vision, although this again is an irrelevant rationalization.
- Franklin D. Roosevelt - To deal with this failed prophecy, followers of William Branham search out explanations that are rooted in conspiracy theory.