Journal of Brain Science and Mental Health
Behavioral Plasticity in Advanced Technology Adoption: A Cognitive Dissonance Analysis
Abstract
Ritika Appanagari, Isha Singh, Arya Sule and Sahar Jahanikia
In a world where technology touches nearly every aspect of daily life, it is essential to understand technology’s impact on consumer cognitive dissonance. This study uses a novel approach to investigate technology-induced cognitive dissonance, focusing on the discrepancy between consumer belief and action in response to technological product designs that have emerged in recent years. Participants were asked to respond to a survey containing paired statements, each reflecting opposing values in relation to different categories of technology, including autonomous vehicles, ChatGPT, video game design, smart home technologies, and the use of AI in healthcare. Participants evaluated their level of agreement with each statement on a scale of 1-10. A ‘dissonance score’ was calculated based on the absolute difference between these paired ratings, providing a quantitative measure of the internal conflict and behavioral plasticity experienced by participants. Statistical analysis of participant data was conducted in R version 4.3.2 with the use of statistical tests such as T-tests and ANOVA. Results indicate that different demographic groups experience varying levels of cognitive dissonance with regards to different technologies, with adolescents experiencing higher levels of dissonance in categories such as ChatGPT or video games and adults experiencing higher levels of dissonance concerning autonomous vehicles. The findings of this study highlight how different demographic groups interact with technology, and these results may potentially be used by companies to make technology feel less intimidating and more accessible for all.