Self-justification describes how, when a person encounters cognitive dissonance, or a situation in which a person's behavior is inconsistent with their beliefs (hypocrisy), that person tends to justify the behavior and deny any negative feedback associated with the behavior.
Cognitive dissonance The need to justify our actions and decisions, especially the ones inconsistent with our beliefs, comes from the unpleasant feeling called cognitive dissonance. Cognitive dissonance is a state of tension that occurs whenever a person holds two inconsistent cognitions. For example, "Smoking will shorten my life, and I wish to live for as long as possible," and yet "I smoke three packs a day." Dissonance is bothersome in any circumstance but it is especially painful when an important element of self-concept is threatened. For instance, if the smoker considered himself a healthy person, this would cause a greater deal of dissonance than if he considered himself an unhealthy person because the dissonant action is in direct conflict with an image of himself. In this case, people who tried to stop smoking but failed, start to think that smoking is not as harmful as they thought. Dissonance can result from an action dissonant with either a negative or positive concept. For example, Aronson showed that students who failed numerous times at a task showed evidence of dissonance when they later succeeded at the same task. Some even changed correct answers to present a consistent image. Steele argues that the main cause of dissonance is not necessarily the difference between actions and beliefs, but the resulting degradation of self-image. By not behaving in line with their beliefs, a person may threaten their integrity. One method of reducing dissonance would then be to reaffirm their ‘goodness’. Researchers have shown that this reaffirmation is actually better at reducing dissonant feelings if it is in an unrelated area than a related one. For example, if a smoker is experiencing dissonance because she knows that smoking is bad for her health, she could reduce this dissonance by reminding herself that she is an environmentally friendly person and does a lot of good in reducing her carbon footprint. However, a reminder that she is a healthy person who exercises regularly is actually more likely to increase feelings of dissonance. In support of this idea, research shows that in low-threat situations, people with high self-esteem are less likely to engage in self-justification strategies than those with low self-esteem. It is possible that people with high self-esteem have more accessible positive thoughts about themselves that can successfully reduce dissonance. However, in high-threat situations, these positive thoughts are not enough, and high self-esteem people do engage in self-justification strategies.
Strategies There are two self-justification strategies: internal self-justification (IS) and external self-justification (ES). Internal self-justification refers to a change in the way people perceive their actions. It may be an attitude change, trivialization of the negative consequences or denial of the negative consequences. Internal self-justification helps make the negative outcomes more tolerable and is usually elicited by hedonistic dissonance. For example, the smoker may tell himself that smoking is not really that bad for his health. External self-justification refers to the use of external excuses to justify one's actions. The excuses can be a displacement of personal responsibility, lack of self-control or social pressures. External self-justification aims to diminish one's responsibility for a behavior and is usually elicited by moral dissonance. For example, the smoker might say that he only smokes socially and because other people expect him to.
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