Self-Affirmation Theory
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Self-affirmation theory is the process where a person who is experiencing cognitive dissonance in regards to one bad behavior convinces themselves of a good behavior that is totally irrelevant to the subject at hand to affirm themselves to maintain a positive self concept (Aronson, Wilson, & Akert, 2005). Studies have shown that when people think about things that are important to them, such as different values Self-Affirmation is likely to occur, only in the absence of self-image threat (Fein & Spencer). Self affirmation can provide a buffer against image threats and can increase a person’s self worth (Fein & Spencer). The main premise of self-affirmation theory is that people are motivated to restore their own self worth after they have experienced a self image threat (Bergstrom, Neighbors & Malheim, 2009). Another aspect of self-affirmation theory suggests that when someone thinks they are being dishonest they will explain or rationalize their action to themselves to restore a positive self perception (Zarte & Garza, 2002). Self-Affirmation Theory is also considered to be a successful regulating mechanism in regards to continuing to maintain the positive self image that people strive to obtain (Koole, Smeets, Knippenber, & Dijksterhuis, 1999).
In a research study conducted by Bergstrom, Neighbors, & Malheim (2009) using the self affirmation theory it was shown that the more affirmed the women were the less likely they were to focus on their weight. The hypothesis tested was affirming oneself in one aspect unrelated to being over weight may actually make one maintain a better self concept rather than focusing on negative aspects of being overweight(Bergstrom, Neighbors, & Malheim,2009). The women that felt affirmed were less likely to feel badly about themselves when looking at photographs of very thin models. Also, if the woman believed themselves to be good students, they were more likely to be self-affirmed and not concerned with their weight (Bergstrom, et al, 2009).
Example-Research
In a research study done be by Fein & Spencer they examined Self-Affirmation Theory in the way that self affirmation would make people less likely to perform prejudice and them maintain a positive self-concept (Fein & Spencer). In this study, the participants were separated into two separate groups, self-affirmed and non-affirmed. The participants in the affirmed group were asked to write a short essay on a value that they considered important. The non-affirmed group was asked to write a short essay about a value that was not important to them but why this value may be important to someone else. (Fein & Spencer)
The hypothesis of the study was that people who were self-affirmed would be less likely to be prejudice to test the hypothesis, the participants of the study were asked to rate a person who was applying for a job as a manager The participants were given an application with a photograph of the woman, who was the same woman but was either portrayed as a Jewish woman or an Italian woman. In the photograph of the woman she was either wearing the Star of David or a cross. According to the authors, the popular stereotype of this time was against Jewish girls and they were often referred to as “Jewish American Princesses” or “JAPS”. Fein & Spencer expected the non-affirmed participants to be more openly prejudiced towards the woman that was portrayed as Jewish. The results from the study were significant, even though most of the participants in either group rated the girl that was presumed to be Jewish lower; the non-affirmed group rated her more negatively. “The results of this study demonstrate that self-affirmation can reduce the likelihood that individuals will derogate members of stereotyped groups.” (Fein & Spencer, 1997).
Example - Real Life
As for a real life example, a person who may be very unkind to their family members by constantly putting them down and telling them how to live their lives. This person could have a negative outlook on life in general, and their life in particular. To justify the insults this person could say to themselves “I may be harsh to my family but I’m not a bad person, I go to church every Sunday.”
This process can start small but develop to the point where the person becomes alienated and alone. For example, it can begin with suggestions on what to wear. A subtle observation about the inappropriateness on attire for a certain event is not wrong or mean, the person justifies, after all I go to church every Sunday. From here it develops into hair, saying hello correctly, and smiling. Eventually, it reaches its boiling point. The person afflicted with self-affirmation begins to push lifestyle choices on others. The insults on appearance created strenuous relationship, but now the persons morale are questioned. Career ambitions are dismissed, tastes in friends are mocked, and social opinions are disregarded as naïve. This of course is in the best interest of the other person because, after all, “I’m not a bad person, I go to church every Sunday.”
The person becomes so misguided and unhappy with their own choices that they project their sense or worthlessness on to others. They become so upset at all the things that have not gone their way and have decided they won’t let others make the same mistakes. At least this is what they tell themselves. When friends eventually stop calling and relatives become more and more distant its because their stubborn and rebellious and have lost their way. They still love me and will eventually come around after all “I’m a good person…….I go to church every Sunday.”
References
Aronson, E., Wilson, T.D., & Akert, R.M. (2007, 2005) The Need to Justify Our Actions. Social Psychology. (6th Eds.), 162-163.
Bergstrom, R.L., Neighbors, C., & Malheim, J.E. (2009). Media Comparisons and Threats to Body Image: Seeking Evidence of Self-Affirmation. Journal of Social and Clinical Psychology, 28, 264-280.
Fein, S. & Spencer, S.J. (1997). Prejudice as Self-Image Maintenance: Affirming the Self Through Derogating Others. Journal of Personality and Social Psychology, 73, 31-44.
Koole, S.L., Smeets, K., Knippenberg, A., & Dijksterhuis (1999). The Cessation of Rumination Through Self-Affirmation. Journal of Personality and Social Psychology, 77, 111-125.
Zarate, M.A. & Garza, A.A. (2002). In-Group Distinctiveness and Self-Affirmation as Dual Components of Prejudice Reduction. Self and Identity, 1, 235-239.
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