In psychology, cognitive dissonance is the excessive mental stress and discomfort[1] 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.[2] For example, an individual is likely to experience dissonance if they are addicted to smoking cigarettes and continue to smoke despite knowing how seriously it jeopardizes health.[3] Stress and discomfort increase in proportion to the importance of the beliefs, ideas or values that are contradicted.
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:
- "The existence of dissonance, being psychologically uncomfortable, will motivate the person to try to reduce the dissonance and achieve consonance"
- "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" [1]
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