- First, in its simplest form, dissonance increases as the degree of discrepancy among cognitions increases.
- Second, dissonance increases as the number of discrepant cognitions increases.
- Third, dissonance is inversely proportional to the number of consonant cognitions held by an individual.
- Fourth, the relative weights given to the consonant and dissonant cognitions may be adjusted by their importance in the mind of the individual.
If dissonance is experienced as an unpleasant drive state, the individual is motivated to reduce it. Now that the factors that affect the magnitude of this unpleasantness have been identified, it should be possible to predict what we can do to reduce it, or create it as the case may be: