Editing Leon Festinger (section)

==Work==
===Proximity effect===
Festinger, Stanley Schachter, and Kurt Back examined the choice of friends among college students living in married student housing at MIT. The team showed that the formation of ties was predicted by [[propinquity]], the physical proximity between where students lived, and not just by similar tastes or beliefs as conventional wisdom assumed. In other words, people simply tend to befriend their neighbors. They also found that functional distance predicted social ties as well. For example, in a two-storey apartment building, people living on the lower floor next to a stairway are functionally closer to upper-floor residents than are others living on the same lower floor. The lower-floor residents near the stairs are more likely than their lower-floor neighbors to befriend those living on the upper floor. Festinger and his collaborators viewed these findings as evidence that friendships often develop based on passive contacts (e.g., brief meetings made as a result of going to and from home within the student housing community) and that such passive contacts are more likely to occur given closer physical and functional distance between people.<ref>Festinger, Schachter, & Beck, 1950</ref>

===Informal social communication===
In his 1950 paper, Festinger postulated that one of the major pressures to communicate arises from uniformity within a group, which in turn arises from two sources: social reality and group locomotion.<ref>Festinger, 1950</ref> Festinger argued that people depend on social reality to determine the subjective validity of their attitudes and opinions, and that they look to their reference group to establish social reality; an opinion or attitude is therefore valid to the extent that it is similar to that of the reference group. He further argued that pressures to communicate arise when discrepancies in opinions or attitudes exist among members of a group, and laid out a series of hypotheses regarding determinants of when group members communicate, with whom they communicate, and how recipients of communication react, citing existing experimental evidence to support his arguments.

Festinger labeled communications arising from such pressures toward uniformity as "instrumental communication" in that the communication is not an end in itself but a means to reduce discrepancies between the communicator and others in the group. Instrumental communication is contrasted with "consummatory communication" where communication is the end, such as emotional expression.<ref>Festinger, 1950, p. 281</ref>

===Social comparison theory===
Festinger's influential [[social comparison theory]] (1954) can be viewed as an extension of his prior theory related to the reliance on social reality for evaluating attitudes and opinions to the realm of abilities. Starting with the premise that humans have an innate drive to accurately evaluate their opinions and abilities, Festinger postulated that people will seek to evaluate their opinions and abilities by comparing them with those of others. Specifically, people will seek out others who are close to one's own opinions and abilities for comparison because accurate comparisons are difficult when others are too divergent from those of oneself. To use Festinger's example, a chess novice does not compare his chess abilities to those of recognized chess masters,<ref>Festinger, 1954, p. 120</ref> nor does a college student compare his intellectual abilities to those of a toddler.

People will, moreover, take action to reduce discrepancies in attitudes, whether by changing others to bring them closer to oneself or by changing one's own attitudes to bring them closer to others. They will likewise take action to reduce discrepancies in abilities, for which there is an upward drive to improve one's abilities. Thus Festinger suggested that the "social influence processes and some kinds of competitive behavior are both manifestations of the same socio-psychological process...[namely,] the drive for self evaluation and the necessity for such evaluation being based on comparison with other persons."<ref>Festinger, 1954, p. 138</ref> Festinger also discussed implications of social comparison theory for society, hypothesizing that the tendency for people to move into groups that hold opinions which agree with their own and abilities that are near their own results in the segmentation of society into groups which are relatively alike.

In his 1954 paper, Festinger again systematically set forth a series of hypotheses, corollaries, and derivations, and he cited existing experimental evidence where available. He stated his main set of hypotheses as follows:

:1. There exists, in the human organism, a drive to evaluate his opinion and abilities.
:2. To the extent that objective, nonsocial means are available, people evaluate their opinions and abilities by comparison respectively with the opinions and abilities of others.
:3. The tendency to compare oneself with some other specific person decreases as the difference between his opinion or ability and one's own increases.
:4. There is a unidirectional drive upward in the case of abilities which is largely absent in opinions.
:5. There are nonsocial restraints which make it difficult or even impossible to change one's ability. These nonsocial restraints are largely absent for opinions.
:6. The cessation of comparison with others is accompanied by hostility or derogation to the extent that continued comparison with those persons implies unpleasant consequences.
:7. Any factors which increase the importance of some particular group as a comparison group for some particular opinion or ability will increase the pressure toward uniformity concerning that ability or opinion within that group.
:8. If persons who are very divergent from one's own opinion or ability are perceived as different from oneself on attributes consistent with the divergence, the tendency to narrow the range of comparability becomes stronger.
:9. When there is a range of opinion or ability in a group, the relative strength of the three manifestations of pressures toward uniformity will be different for those who are close to the mode of the group than those who are distant from the mode. Specifically, those close to the mode of the group will have stronger tendencies to change the positions of others, relatively weaker tendencies to narrow the range of comparison, and much weaker tendencies to change their position compared to those who are distant from the mode of the group.<ref>Festinger, 1954</ref>

===''When Prophecy Fails''===
{{main|When Prophecy Fails}}
Festinger and his collaborators, [[Henry Riecken]] and [[Stanley Schachter]], examined conditions under which disconfirmation of beliefs leads to increased conviction in such beliefs in the 1956 book ''[[When Prophecy Fails]]''. The group studied a small apocalyptic cult led by Dorothy Martin (under the pseudonym Marian Keech in the book), a suburban housewife.<ref>Festinger, Riecken, & Schachter, 1956</ref><ref>Mooney, 2011</ref> Martin claimed to have received messages from "the Guardians," a group of superior beings from another planet called 'Clarion.' The messages purportedly said that a flood spreading to form an inland sea stretching from the Arctic Circle to the Gulf of Mexico would destroy the world on December 21, 1954. The three psychologists and several more assistants joined the group. The team observed the group firsthand for months before and after the predicted apocalypse. Many of the group members quit their jobs and disposed of their possessions in preparation for the apocalypse. When doomsday came and went, Martin claimed that the world had been spared because of the "force of Good and light"<ref>Festinger, Riecken, & Schachter, 1956, p. 169</ref> that the group members had spread. Rather than abandoning their discredited beliefs, group members adhered to them even more strongly and began proselytizing with fervor.

Festinger and his co-authors concluded that the following conditions lead to increased conviction in beliefs following disconfirmation:

:1. The belief must be held with deep conviction and be relevant to the believer's actions or behavior.
:2. The belief must have produced actions that are arguably difficult to undo.
:3. The belief must be sufficiently specific and concerned with the real world such that it can be clearly disconfirmed.
:4. The disconfirmatory evidence must be recognized by the believer.
:5. The believer must have social support from other believers.<ref>Festinger, Riecken, & Schachter, 1956, p. 4</ref>

Festinger also later described the increased conviction and proselytizing by cult members after disconfirmation as a specific instantiation of cognitive dissonance (i.e., increased proselytizing reduced dissonance by producing the knowledge that others also accepted their beliefs) and its application to understanding complex, mass phenomena.<ref>Festinger, 1957, pp. 252–259</ref>

The observations reported in ''When Prophecy Fails'' were the first experimental evidence for [[belief perseverance]].{{citation needed|date=February 2020}}

===Cognitive dissonance===
{{main|Cognitive dissonance}}
Festinger's seminal 1957 work integrated existing research literature on influence and social communication under his theory of cognitive dissonance.<ref>Festinger, 1957</ref> The theory was motivated by a study of rumors immediately following a severe earthquake in India in 1934. Among people who felt the shock but sustained no damage from the earthquake, rumors were widely circulated and accepted about even worse disasters to come. Although seemingly counter-intuitive that people would choose to believe "fear-provoking" rumors, Festinger reasoned that these rumors were actually "fear-justifying."<ref>Festinger, 1957, p. 236–239</ref> The rumors functioned to reduce the inconsistency of people's feelings of fear despite not directly experiencing the effects of the earthquake by giving people a reason to be fearful.

Festinger described the basic hypotheses of cognitive dissonance as follows:

:1. The existence of dissonance [or inconsistency], being psychologically uncomfortable, will motivate the person to try to reduce the dissonance and achieve consonance [or consistency]. 
:2. When dissonance is present, in addition to trying to reduce it, the person will actively avoid situations and information which would likely increase the dissonance.<ref>Festinger, 1957, p. 3</ref>

Dissonance reduction can be achieved by changing cognition by changing actions,<ref>Festinger, 1957, p. 6</ref> or selectively acquiring new information or opinions. To use Festinger's example of a smoker who has knowledge that smoking is bad for his health, the smoker may reduce dissonance by choosing to quit smoking, by changing his thoughts about the effects of smoking (e.g., smoking is not as bad for your health as others claim), or by acquiring knowledge pointing to the positive effects of smoking (e.g., smoking prevents weight gain).<ref>Festinger, 1957, p. 5–6</ref>

Festinger and James M. Carlsmith published their classic cognitive dissonance experiment in 1959.<ref>Festinger & Carlsmith, 1959</ref> In the experiment, subjects were asked to perform an hour of boring and monotonous tasks (i.e., repeatedly filling and emptying a tray with 12 spools and turning 48 square pegs in a board clockwise). Some subjects, who were led to believe that their participation in the experiment had concluded, were then asked to perform a favor for the experimenter by telling the next participant, who was actually a confederate, that the task was extremely enjoyable. Dissonance was created for the subjects performing the favor, as the task was in fact boring. Half of the paid subjects were given $1 for the favor, while those of the other half received $20. As predicted by Festinger and Carlsmith, those paid $1 reported the task to be more enjoyable than those paid $20. Those paid $1 were forced to reduce dissonance by changing their opinions of the task to produce consonance with their behavior of reporting that the task was enjoyable. The subjects paid $20 experienced less dissonance, as the large payment provided consonance with their behavior; they therefore rated the task as less enjoyable and their ratings were similar to those who were not asked to perform the dissonance-causing favor.