COGNITIVE DISSONANCE THEORY
Fighting yourself
In 1957, psychologist Leon Festinger suggested in his cognitive
dissonance theory that every person has an inner drive and desire to
avoid dissonance (or disharmony) in all of their attitudes and beliefs
(cognitions), and that they ultimately wish to achieve harmony
(consonance) among their cognitions.
If a person has feelings of discomfort due to conflicting,
simultaneous cognitions, this is known as cognitive dissonance. In
order to reduce the discomfort and restore balance, a cognition has
to undergo an alteration of some sort.
Festinger began investigating his theory while studying
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