Cognitive Differentiation and Alienation of Consumers

Previous research has shown substantial levels of alienation among consumers, voters, and a variety of other individuals. Concepts drawn from other areas of psychology suggest that structural variables of cognition may influence alienation. The hypothesis was that cognitive differentiation in terms of cognitive complexity is inversely related with alienation as reflected in feelings of powerlessness, normlessness, meaninglessness, and cultural estrangement. A sample of 215 subjects was drawn from residents of four large metropolitan areas. Subjects with less cognitive differentiation tended to be more alienated as expected. These findings have implications for development of effective communication strategies, formulation of public policy, and further research on cognitive structures and alienation.