There is a need to understand the relationship between consonant and discrepant cognitions and the behaviourial changes required to maximise positive cognitions. This is particularly relevant when two cognitions are consonant, that is, when one cognition follows from, or fits with, the other. As we apply our vision of the future we need to be cognisant of:

(Frederick M. Rudolph – Social Psychology)
• Changing Cognitions
If two cognitions are discrepant, we can simply change one to make it consistent with the other. Or we can change each cognition in the direction of the other.

• Adding Cognitions
If two cognitions cause a certain magnitude of dissonance, that magnitude can be reduced by adding one or more consonant cognitions.

• Altering importance
Since the discrepant and consonant cognitions must be weighed by importance, it may be advantageous to alter the importance of the various cognitions.

To understand the alternatives open to an individual in a state of dissonance, we must first understand the factors that affect the magnitude of dissonance arousal.
a) in its simplest form, dissonance increases as the degree of discrepancy among cognitions increases.
b) dissonance increases as the number of discrepant cognitions increases.
c) dissonance is inversely proportional to the number of consonant cognitions held by an individual.
d) the relative weights given to the consonant and dissonant cognitions may be adjusted by their importance in the mind of the individual.

How can cognitive dissonance be influenced or affected in a team environment?

How does a leader recognise these behaviourial characteristics?

What actions need to be taken to maximise a business opportunity?