Leon Festinger's "A Theory of Cognitive Dissonance" (1957)

Leon Festinger's "A Theory of Cognitive Dissonance" (1957) explains how people experience mental discomfort when their beliefs, attitudes, or behaviors conflict. To reduce this discomfort, they often change their opinions, justify their actions, or alter their beliefs. For example, if someone smokes despite knowing it's unhealthy, they might convince themselves that smoking helps stress or that health risks are exaggerated. This process helps maintain internal consistency and psychological comfort. The theory highlights how humans are motivated to resolve conflicting thoughts and behaviors to achieve mental harmony.