Cognitive dissonance and political attitudes: The case of Canada

While scholars accept that attitudes have an impact on behavior, cognitive dissonance theory asserts that behavior can, in turn, affect attitudes. The theory suggests attitudes may be transformed by the simple act of voting. Informed by dissonance theory and employing election study survey data from three Canadian federal elections, this article considers the impact of cognitive, affective, and behavioral factors on changes in party evaluations, arguing that elections serve as a significant stimulus for attitude change. Dissonance theory is found to be compatible with observed attitude changes between pre- and post-election questionnaires. Findings have implications for the study of attitude formation and change, the effects that campaigns and elections have upon voters, and survey design.

► Dissonance theory is applied to explain changes in political attitudes.
► The act of voting is found to influence attitudes.
► Among voters, a series of cognitive, affective and behavioural factors mediate attitude change.