What’s a Yugo? My readers, ages 50 and below, are probably asking that question. The Yugo was an imported vehicle from eastern Europe, becoming very popular initially, based upon its low selling price and the promise of good MPG. I say “initially” because the little car turned out to be unreliable. Its seemingly attractive price tag for the hatchback quickly devolved into being a money pit of repairs and disappointment.
Imagine that you purchased one, back in the 80’s. As the car’s reputation tanked, the vehicle became a topic of derision. Late night comedic monologues were built around the Yugo and, eventually, its buyers. And how do you suppose that Yugo owners responded to being teased by their friends and co-workers about their foolish purchase? That is the real topic of today’s newsletter : our response to criticism in all its forms.
Cognitive Dissonance: the state of having inconsistent thoughts, beliefs, or attitudes, especially relating to behavioral decisions and attitude change.
In our earlier hypothetical “Yugo scenario,” the buyer would likely respond to their friends’ jibes by defensively pointing out the car’s low price and fuel economy. Silently they were probably regretting their ill-advised acquisition, but pride (or simply the desire not to look foolish) has them continuing with the defensive claims. Essentially, cognitive dissonance manifests itself in our discomfort with the decisions that we have made, be it
What’s a Yugo? My readers, ages 50 and below, are probably asking that
question. The Yugo was an imported vehicle from eastern Europe, becoming very popular initially, based upon its low selling price and the promise of good MPG. I say “initially” because the little car turned out to be unreliable. Its seemingly attractive price tag for the hatchback quickly devolved into being a money pit of repairs and disappointment.
Imagine that you purchased one, back in the 80’s. As the car’s reputation tanked, the vehicle became a topic of derision. Late night comedic monologues were built around the Yugo and, eventually, its buyers. And how do you suppose that Yugo owners responded to being teased by their friends and co-workers about their foolish purchase? That is the real topic of today’s newsletter : our response to criticism in all its forms.
What’s a Yugo? My readers, ages 50 and below, are probably asking that
question. The Yugo was an imported vehicle from eastern Europe, becoming very popular initially, based upon its low selling price and the promise of good MPG. I say “initially” because the little car turned out to be unreliable. Its seemingly attractive price tag for the hatchback quickly devolved into being a money pit of repairs and disappointment.
Imagine that you purchased one, back in the 80’s. As the car’s reputation tanked, the vehicle became a topic of derision. Late night comedic monologues were built around the Yugo and, eventually, its buyers. And how do you suppose that Yugo owners responded to being teased by their friends and co-workers about their foolish purchase? That is the real topic of today’s newsletter : our response to criticism in all its forms.
The term corresponding to cognitive dissonance is cognitive consonance. It means what you might expect, that is, a condition in which our behavior matches, or is congruent with, our values and beliefs. For example, buying an article or clothing because of its striking color or unique style, only to have it disintegrate on its first washing, creates a dissonant condition. The defensive response might be to lament, “But it was 75% off on sale!” rather than acknowledging that you hadn’t considered the reputation of the brand or the store where you purchased it.
I think I see the “snowman” on the horizon here! Whatever the topic, the decision is best made with our head rather than our heart. Our Yugo buyer, instead of defensively arguing for the indefensible, should step back and admit the error. S/he should vow to think through the next important decision, rather than emotionally defending the previous poor one.
Homework: When faced with a “dissonant” situation, take a moment to analyze and consider the following:
1. What is inconsistent in my thoughts, actions, and feelings? What is making me uncomfortable at the moment?
2. Catch yourself in the act of being defensive via excuses, blaming, or minimizing.
3. Do not attempt to resolve the dissonant situation with an emotionally-driven behavioral decision.
4. Apply any of the following:
Listen to the snowman who tells us: “Think before you act.”
Or your grandmother who taught you: “Count to ten.”
Or my friend who counsels clients when they are upset: “I can tell you to (fill in the epithet here) tomorrow”
When you consider the above quotes, they all say essentially the same thing. Choose the one that resonates with you and proceed accordingly
