“I don’t ask myself that question. Maybe because I don’t want to know the answer.” A Qualitative Study on Sugar Daters’ Cognitive Dissonance

Abstract: Cognitive dissonance refers to a state of internal conflict, arising when two or more cognitions are inconsistent with each other. The state brings about an urge to reach consonance - and to do so, different reduction strategies can be utilized. Sugar dating constitutes a transactional form of dating that is growing in our modern, digital time, it resides in a gray area between conventional relationships and prostitution. Against the societal backdrop that enables sugar dating, this study aims at exploring if sugar daters in Sweden express cognitive dissonance and what, if anything, they do to reduce it. Data was collected through semi-structured interviews (n=24) and analyzed through hypothetical-deductive thematic analysis. Results show that a majority of the sample expressed cognitive dissonance regarding their sugar dating. Several reduction strategies emerged, which could be categorized in line with earlier research on cognitive dissonance. This study provides a tool for understanding incomprehensible actions via knowledge on human behavior. For further research we suggest qualitative research exploring the psychological consequences of moving in the intimacy/transaction gray area, possible links between dissonance and clinical dissociation, and more in-depth exploration of the emotional labor discussed by sugar babes.