“In
psychology, cognitive dissonance is the excessive mental stress and discomfort
experienced by an individual who holds two or more contradictory beliefs,
ideas, or values at the same time. This stress and discomfort may also arise
within an individual who holds a belief and performs a contradictory action or
reaction.” -Wikipedia
Leon
Festinger's theory of cognitive dissonance focuses on how humans strive for
internal consistency. When inconsistency (dissonance) is experienced,
individuals largely become psychologically distressed. His basic hypotheses are
listed below:
1."The
existence of dissonance, being psychologically uncomfortable, will motivate the
person to try to reduce the dissonance and achieve consonance"
2."When
dissonance is present, in addition to trying to reduce it, the person will
actively avoid situations and information which would likely increase the
dissonance" –Wikipedia
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