Sotsialogicheski issledovaniaSotsialogicheski issledovania0132-16253034-6010Russian Academy of Science10.31857/S013216250015624-9Technique for cognitive dissonance measurement in surveysМетодика измерения когнитивного диссонанса в массовых опросахYuryevaVeronikaЮрьеваВероника Ильиничнаyurieva@socioexpert.ruBabichNikolayБабичНиколай Сергеевичsociolog@mail.ruАНО «Центр экспертных исследований рынка»ANO "Center for Expert Market Research" Институт социологии ФНИСЦ РАН; Российский университет дружбы народовInstitute of Sociology of FCTAS RAS; RUDN UniversityИнститут социологии ФНИСЦ РАН; Российский университет дружбы народовInstitute of Sociology of FCTAS RAS; RUDN University2701202215262

The article reveals the theoretical and methodological aspects of cognitive dissonance as a social behavior factor. It is concluded that the modern sociological methodology does not provide researchers with any generally accepted techniques for measuring cognitive dissonance in surveys. It is proved that sociologically relevant manifestations of cognitive dissonance should be carried out according to the model of the contradiction of people's knowledge about their behavior and the situation in which they found themselves with their self-esteem. Self-justification acts as a model for overcoming cognitive dissonance. There are three criteria for the use of approaches to measuring cognitive dissonance: 1) the measurement method should measure exactly the latent variable that can be interpreted as cognitive dissonance; 2) the method should also be simple and economical to implement; 3) the method should have a fairly broad applicability to the research topic. It is proposed to use the technique of measuring cognitive dissonance in mass surveys, which is a "scale of difference" – a set of identical statements applied to the respondents themselves and external instances (for example, other people). The differences in ratings in these identical statements, according to the self-justification hypothesis, should reflect the magnitude of cognitive dissonance. The hypothesis was confirmed in an experiment that induced cognitive dissonance according to the Festinger–Carlsmith model of "forced consent", and in a survey that demonstrated a correlation between the magnitude of the difference and the intensity of smoking. The technique has passed primary validation, it shows the presence of cognitive dissonance where it should be observed, and to some extent reflects its magnitude. However, the relatively low significance of the differences in the first study and the weakness of correlation in the second one necessitate further research, including in the direction of development and refinement of the technique.

В статье раскрываются теоретические и методические аспекты измерения когнитивного диссонанса как фактора социального поведения. Обосновывается, что социологически релевантные проявления когнитивного диссонанса должны осуществляться по модели самооправдания – сглаживания противоречий между знаниями людей о своем поведении и их самооценкой. Предлагается использование в массовых опросах методики измерения когнитивного диссонанса, представляющей собой шкалы разности – наборы одинаковых утверждений, примененные к самим респондентам и внешним инстанциям (например, другим людям). Различия оценок в этих утверждениях отражают величину когнитивного диссонанса, что было подтверждено в 1) эксперименте, индуцировавшем когнитивный диссонанс по модели «вынужденного согласия» Фестингера–Карлсмита, и 2) массовом опросе, продемонстрировавшем корреляцию между величиной разности и интенсивностью курения. Таким образом, предложенная методика прошла первичную валидизацию, она показывает наличие когнитивного диссонанса там, где он и должен наблюдаться, и в некоторой степени отражает его величину. Однако сравнительно невысокие показатели значимости различий в первом исследовании и статистической связи во втором обусловливают необходимость дальнейших исследований, в том числе в направлении развития и уточнения методики.

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