A Theory of Cognitive Dissonance (1957)

A Theory of Cognitive Dissonance (1957), proposed by Leon Festinger, explains how people experience mental discomfort when their beliefs, attitudes, or actions conflict. To reduce this discomfort, they may change their beliefs or justify their actions to make them seem more consistent. For example, if someone values health but smokes, they might downplay the health risks or quit smoking to restore mental harmony. This theory highlights how individuals strive for internal consistency and how this drive influences their decisions and behaviors.