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Writer's picturePaulino Cardoso

Beyond Words, Part 3: Cognitive Dissonance – What Grandma’s Not Telling You!





Picture It: Your Favorite Childhood Meal.


Mine was my grandmother’s piri-piri chicken and potatoes: smashed garlic, rich olive oil, and spicy piri-piri sauce (or really, whatever hot sauce she could find). She would bake it to golden perfection, using only the dark meat—drumsticks and thighs—and peel the potatoes to ensure every bite melted in your mouth.


There’s comfort in knowing what to expect: the flavor, the texture, the aroma, the feeling you associate with that first bite. It’s extraordinary. It can take you back to a time when life was, for some, simpler. The choices, whether you liked them or not, were laid out before you, and you ate them.


The Unexpected Bite


But, as we know, life comes at you hard and fast, and it doesn’t always bring comfort or familiarity. Sometimes, your grandma lies to you, telling you it’s chicken when really, it’s something else entirely. You take a bite, expecting that familiar flavor, and suddenly, you’re confronted with the unexpected. It’s good, but it’s not the same.


THAT’S BECAUSE IT’S RABBIT.


And was she going to tell me? No. Why? Because Grandma’s a LIAR! But the real question is, would it have stopped me from eating my favorite meal?


Understanding Cognitive Dissonance


This moment of discomfort is a perfect example of cognitive dissonance. The flavors, the texture—everything feels like it should be chicken, but your mind starts grappling with the reality of what’s actually on your plate. Cognitive dissonance is one of my favorite subjects. For those unfamiliar, it’s the uncomfortable feeling you get when you’re holding onto two conflicting beliefs or actions.


Take me, for instance—I don’t eat rabbit. But you know that moment when you feel guilty about something and try to justify it to yourself? You’ve probably experienced it in other ways. Like that guilty moment when you skip the gym and then try to justify it: "I deserve a break," or "I’ll go tomorrow." That’s cognitive dissonance. It’s our mind's way of trying to align conflicting thoughts or actions.


The Power of Cognitive Dissonance in Communication


In communication, this internal conflict can be a powerful tool. When a message creates a small internal conflict in the audience, it can prompt them to rethink their choices and even change their behavior. For example, a campaign promoting healthy eating might highlight the contrast between indulging in fast food and the desire for a healthier lifestyle. This nudge can encourage people to reconsider their habits and align more closely with their values.


Brands often use this strategy to spark change. By highlighting the gap between what people do and what they believe they should do, they plant a seed of introspection that can lead to positive action.


What’s Your Rabbit?


So, what does Grandma's little deception teach us? It’s that feeling of internal conflict—what you thought you knew versus reality—that can drive us to rethink our choices. When brands tap into this mental tug-of-war, they can nudge us toward new perspectives, different habits, and even lasting changes.


So, next time you take a bite out of life (or what you think is chicken), consider the message beneath the flavor. It might just be that little push you need to rethink your next move. After all, sometimes, it’s the unexpected moments that help us grow and see the world a bit differently.


And maybe, just maybe, Grandma had a point all along.

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