Festinger's A Theory of Cognitive Dissonance

Festinger's Theory of Cognitive Dissonance suggests that when people hold two conflicting beliefs or when their actions contradict their beliefs, it creates psychological discomfort known as dissonance. To reduce this discomfort, individuals often change their beliefs, justify their behaviors, or dismiss the conflicting information. For instance, if someone who values health smokes cigarettes, they might downplay the dangers of smoking to align their beliefs with their actions. This theory explains how we strive for internal consistency and how it influences our decision-making and attitudes.