TRIVIALIZATION - THE FORGOTTEN MODE OF DISSONANCE REDUCTION

Trivialization as a mode of dissonance reduction and the conditions under which it is likely to occur were explored in 4 studies. Study 1 tested and supported the hypothesis that when the preexisting attitude is made salient, participants will trivialize the dissonant cognitions rather than change their attitudes. Study 2 tested and supported the hypothesis that following a counterattitudinal behavior, participants will choose the first mode of dissonance reduction provided for them, whether it is trivialization or attitude change. Study 3 tested and supported the hypothesis that following a counterattitudinal behavior, the typical self-affirmation treatment leads to trivialization. Study 4 demonstrated that providing a trivializing frame by making an important issue salient also encourages trivialization rather than attitude change even when there was no opportunity for self-affirmation. The implications for cognitive dissonance theory and research are briefly discussed.