Why are attitude–behaviour inconsistencies uncomfortable? Using motivational theories to explore individual differences in dissonance arousal and motivation to compensate

Using cognitive dissonance theories and selfdetermination theory, we explored the role of individual differences in global and contextual motivational orientations on dissonance arousal processes following spontaneous attitude–behaviour inconsistencies (ABIs). Study 1 (N = 382) showed that individual differences in global motivation relate to the frequency of ABIs and dissonance arousal across important life domains. Studies 2 (N = 282) and 3 (N = 202) showed that individual differences in contextual motivation toward the environment predict the relative frequency of ABIs and the quantity and quality of proximal motivation to compensate for ABIs in that context. Autonomous motivation was associated with a tendency to compensate for ABIs to both reduce dissonance and restore self-integrity. Controlled motivation disposed individuals to reduce dissonance to protect ego-invested self-structures, and to be indifferent to non self-threatening ABIs. Amotivation left people indifferent to ABIs. Individual differences in motivational orientations could explain why ABIs are uncomfortable and motivate people to compensate differently when they face ABIs.