Most people hold the belief that they are better, kinder, smarter, and more ethical than average. However, how we think about ourselves doesn’t always align with our behaviour. Our behaviour often conflicts with our beliefs resulting in psychological discomfort also known as cognitive dissonance. And as we, as a human species, really don’t like this discomfort we will unconsciously try to alleviate this by changing our behaviour or by rationalizing our actions.

Because cognitive dissonance is such a strong force for behaviour change, researchers looked into how they could use this to promote healthy behaviour. They found that the most effective way to promote healthy behaviour is by addressing hypocrisy; and confronting individuals with their own beliefs and actions. But how can we facilitate this process?

One study set out to urge young adults to use condoms. Participants first had to describe instances where they didn’t use condoms. Then, they prepared speeches advocating condom use and delivered them to high school students. By highlighting the inconsistency between their actions and beliefs, the researchers aimed to prompt behavioural change.

In a follow-up study, they found that 83% of participants who were made to feel hypocritical about their safe-sex practices bought condoms.

Realizing that you are not practicing what you preach can cause tension within people. This sting of hypocrisy can motivate individuals to make positive behavioural changes, such as practicing safer sex, helping others, completing homework, taking shorter showers, or going to the gym more often. How can you target hypocrisy to promote healthy behaviour? For example, teachers could ask their students to define what makes a good student. They can have students write their definitions down and display them on the classroom wall. Let’s see what happens next…