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Cognitive dissonance is a theory of human motivation that asserts that it is psychologically uncomfortable to hold contradictory cognitions. The theory is that dissonance, being unpleasant, motivates a person to change his cognition, attitude, or behavior. This theory was first explored in detail by social psychologist Leon Festinger, who described it this way:Dissonance and consonance are relations among cognitions that is, among opinions, beliefs, knowledge of the environment, and knowledge of one’s own actions and feelings. Two opinions, or beliefs, or items of knowledge are dissonant with each other if they do not fit together; that is, if they are inconsistent, or if, considering only the particular two items, one does not follow from the other (Festinger 1956: 25).
- One may try to change one or more of the beliefs, opinions, or behaviors involved in the dissonance;
- One may try to acquire new information or beliefs that will increase the existing consonance and thus cause the total dissonance to be reduced; or,
- One may try to forget or reduce the importance of those cognitions that are in a dissonant relationship (Festinger 1956: 25-26).
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