Festinger

Leon Festinger was a psychologist best known for developing "cognitive dissonance theory," which explains how people strive for internal consistency. When individuals hold conflicting beliefs or behave in ways that clash with their opinions, they experience discomfort called dissonance. To reduce this discomfort, they often change their beliefs, justify their actions, or minimize the importance of the conflict. This theory helps us understand behaviors like changing opinions after new information or justifying questionable actions to maintain self-image. Festinger's work sheds light on how and why people adapt their thoughts and attitudes to feel more comfortable with their choices.