1) The document summarizes cognitive dissonance theory and presents a case study of a man named Mike who experiences cognitive dissonance. 2) Mike goes from being a wealthy executive to losing his job and identity and taking a position as a barista at Starbucks, creating cognitive dissonance between his self-image and new reality. 3) Through his experience at Starbucks, Mike learns to find fulfillment in his new role, resolving the cognitive dissonance and altering his prior beliefs about what constitutes a meaningful career.

1. Cognitive Dissonance
Presented by:
John Bender | Shayan Khan | Christina Sandoval
Irina Suponitskaya | Shokolatte Tachikawa
MGT 9301 | Fall 2019 | Team 5

2. Presentation Agenda
Part I: Cognitive Dissonance in Theory
Part II: Case Study: “How Starbucks Saved My
Life”

3. Cognitive dissonance theory suggests that when
individuals hold two or more cognitions that are
contradictory, they will feel an unpleasant state —
dissonance — until they are able to resolve this state by
altering their cognitions.
(Original formulation by Leon Festinger, 1957.)
Cognitive Dissonance Theory:
Definition

4. ● Where a choice could result in bad outcomes.
● Where a person is forced to do something for which
there is insufficient justification or compensation.
● Where prior expectations are unfulfilled, or prior
cognitions are disconfirmed.
Cognitive Dissonance Theory:
Where do we observe it?

5. What are cognitions? Cognitions are beliefs, ideas,
or knowledge such as:
Cognitive Dissonance Theory:
Cognitions
“I attended an Ivy League school, and I have
decades of experience, so I should be
an executive making good money.”
“I work at an entry level position at Starbucks .”
AND

6. In management practice, cognitive dissonance is often
experienced by a someone in an ethical bind:
Cognitive Dissonance Theory:
Cognitions (continued)
“My direct reports look to me to defend them
to upper management.”
“My superiors want me to reduce headcount
on my team.”
AND

7. These ideas are in conflict, which produces an
unpleasant feeling.
What happens if the feeling remains unresolved?
● Increased absenteeism
● Withdrawal and disengagement
● Negativity and inappropriate behavior
Cognitive Dissonance Theory:
Negative Effects

8. These negative effects can be avoided if the dissonance
is rationalized:
● Positional Obedience – “It’s outside of my control, so I
have no choice.”
● Emotional Trading – “It feels wrong now, but it’ll be
worth it in the long run.”
● Normalization – “It’s actually the best outcome!”
Cognitive Dissonance Theory:
Rationalization

9. ● Define and contextualize stressors. Write them down if
necessary. Name your problems and establish a
degree of their significance to you personally. For
example, are they inconvenient, unsettling or simply
unbearable?
● Map those problems and break them down into their
basic components
● For each component, establish your personal control,
influence, responsibility, accountability and authority
Conducting an Internal Audit:
Avoiding Cognitive Dissonance

10. Conducting an
Internal Audit:
Locus of
Control

11. ● Direct Control (Doer): The issue is within my direct control, authority and
accountability.
● Indirect Control (Influencer/ enforcer): The issue is within my control but it
needs to be solved by others.
● Strong Influence (Coach): The issue is not within my direct control or
accountability but I have a powerful ability to influence actions.
● Weak Influence (Guide): I have no control over the issue but I may be
able to offer alternative thinking.
● No Control or Influence (Observer): I have no control and/or influence
over the issue. Any further attempts are likely to cause damage.
Conducting an Internal Audit:
Locus of Control

12. Case Study:
“How Starbucks Saved
My Life”
~A Son of Privilege Learns to
Live Like Everyone Else~
Story Overview
At the age of 53, the author had it all: a
mansion with 25 rooms in the suburbs, a
wife and loving children, a six-figure
salary, and an Ivy League education.
But in a few short years, he lost his job,
got divorced, and was diagnosed with
a brain tumor. With no money or health
insurance, he was forced to get a job at
Starbucks. Having gone from power
lunches to scrubbing toilets, from being
served to serving, the author was a true
fish out of water.

13. Case Study:
“How Starbucks Saved
My Life”
~A Son of Privilege Learns to
Live Like Everyone Else~
Story Overview (continued)
But fate brings an unexpected teacher
into his life who opens his eyes to what
living well really looks like. The two seem
to have nothing in common: She is a
young African American, the daughter
of a drug addict; he is used to being the
boss but reports to her now. For the first
time in his life he experiences being a
member of a minority trying hard to
survive in a challenging new job.
Original: https://summit.marmot.org/Record/.b29652960

14. Case Study: “How Starbucks Saved My Life”
Who is Mike?
Michael
- Born rich in Upper East
- Almost 60 years old who recently got fired
from a renowned company
- Lost high paying job
- Got divorced
- Have a brain tumor
Michael Gill (Author, Mike)
Mike’s Boss?
Crystal (Michael’s Supervisor)
- Young black woman who
practically raised herself
- Loves people and respects
everyone
Tiffany Edwards
(Crystal) Colleagues
Kester
- Intimidating to Mike?
- Shows Mike how to do
certain tasks

15. A Review of Cognitive Dissonance Theory in Management Research: Opportunities for Further Development
Case Study

16. 1) Cognitive Discrepancy
The imbalance between where Mike
expected to be at this stage in his
career, and where he actually is, is
the source of the cognitive
discrepancy.
Case Study:
The 4-Step Process

17. 2) Dissonance
Because Mike’s previous job
afforded him luxuries and status,
accepting an entry-level position at
Starbucks -- a position that he felt
was below him and his abilities --
dissatisfied him.
Case Study:
The 4-Step Process

18. 3) Motivation
This dissonance is the source of
Mike’s motivation to adjust his
previous ideas about what
constitutes a “satisfying” career.
Case Study:
The 4-Step Process

19. 4) Discrepancy Reduction
Ultimately, Mike begins to enjoy his
work at Starbucks and feels that it is
more rewarding than working as an
executive in a prestigious
advertising agency.
He decides that he was
disconnected from everything in his
previous position and feels that this
new position is more fulfilling.
Case Study:
The 4-Step Process

20. ● Mike believes that trying to make an
effort in his youngest child’s life in turn
lessens the guilt he feels about the
neglect he inflicted on his previous
children.
● He felt that despite growing up in a
life of privilege, he wished he had
spent more time with his kids.
However, he explains that missing
events (i.e. leaving Christmas
festivities early with his family) to go
to work was a justified necessity to
continue to provide a good life for his
family.
Case Study:
Other Examples of
Cognitive
Dissonance

21. “I too was ambivalent. The whole situation seemed backward to me. In the world I
came from, I should have been the one being kind enough, philanthropic enough to
offer her a job, not the one supplicating for the position. I knew that was a wrong
sentiment to feel, terribly un-PC, but it was there nonetheless, buzzing under the
surface of the situation. This young woman clearly didn't care if I said yes or no to her
job offer. How had she gotten to be such a winner? My world had turned upside
down.”
-- Michael Gill
Excerpt from “How Starbucks Saved My Life” https://www.npr.org/templates/story/story.php?storyId=14728208
Mike’s experience in his own words...

22. Michael’s Experience - Then and Now
Starbucks Barista
- “Mike”
- Required to serve others
- Taking orders from customers,
management and extended team
- Surrounded by diversity of thought
and people with different backgrounds
- Became the minority (lack of
experience, race, age)
Marketing Executive
- Michael Gates Gill
- Used to being served
- Barked orders to colleagues
- Limited to no interaction with
people of diverse backgrounds
and thought
- Enabled the privilege of the majority;
dismissive of other groups

23. How Does He Cope?
Michael Gates Gill (Author)
● Learning through New Experiences
● Revisiting past scenarios with a different, refreshed outlook
● Looks to understand why and where he failed in different
scenarios in life
● Changing behavior to try ‘undo’ or make-up for poor
decision making
● Recognizes that different needs are being met, that have
never been met before

24. Mike’s View on his New Job
● Enjoying his newfound personal happiness and fulfillment in life and
work
● Feels valued and respected as a team member
● Able to be his authentic self, not living for others
● This job is as valuable, if not more valuable than prior job & career

25. In His Own Words

26. Thank you!
Presented by:
John Bender | Shayan Khan | Christina Sandoval
Irina Suponitskaya | Shokolatte Tachikawa
MGT 9301 | Fall 2019 | Team 5