Festinger Theory

Festinger's theory, known as cognitive dissonance theory, suggests that people experience mental discomfort when they hold two conflicting beliefs or when their actions contradict their beliefs. To reduce this discomfort, individuals are motivated to change their attitudes, beliefs, or behaviors to create consistency. For example, if someone cares about health but smokes, they might justify it by downplaying the risks. This theory highlights how people seek internal harmony and make adjustments to resolve contradictions, ultimately influencing their decisions and attitudes.