Cognitive Discrepancy, Dissonance, and Selective Exposure

Although cognitive dissonance is regarded as one of the most recognized causes of selective exposure [N. J. Stroud, Niche News (Oxford University Press, 2011)], the mechanism for such causation is still unclear. By inducing dissonance in a web-based experiment, this study demonstrates how cognitive dissonance relates to information preferences—the intention to seek congruent information and the intention to seek incongruent information. The findings suggest that perceived hostility with respect to one’s belief (cognitive discrepancy) can enhance the intention to seek out for attitude-consistent information. More importantly, individuals were found to have the intention to avoid counterattitudinal information, but only when they experienced some sort of psychological discomfort (dissonance). In other words, while cognitive discrepancy leads individuals to crave for confirming information, only those who encounter negative emotions are likely to employ avoidance of disconfirming information as a dissonance-reduction strategy.