Cognitive Dissonance

Definition

A psychological theory describing the mental discomfort experienced when holding conflicting beliefs, values, or attitudes.

Key Features

• Inconsistency: Occurs when actions and beliefs are misaligned.
• Resolution Mechanisms: Changing beliefs, acquiring new information, or downplaying importance to reduce discomfort.

Real World Examples

• Feeling guilty after purchasing an expensive item that conflicts with a frugal self-image.

Applications

• Marketing: Creating dissonance to influence purchasing behavior (e.g., “Don’t you deserve the best?”).
• Therapy: Helping clients resolve internal conflicts.

Related Concepts

• Attitude Change
• Bias
• Self-Justification