Cognitive Dissonance Theory

Definition

This is a psychological theory proposed by Leon Festinger that suggests we have an inner drive to hold all our attitudes and beliefs in harmony and avoid disharmony (or dissonance). When there is an inconsistency between attitudes or behaviors (dissonance), something must change to eliminate the dissonance.

Related terms

Attitude: A settled way of thinking or feeling about someone or something, typically one which is reflected in a person's behavior.

Belief System: The collective beliefs shared by individuals around values, ideas and experiences; it influences how they perceive their environment and respond to it.

Self-Perception Theory: A theory suggesting people develop attitudes by observing their own behavior and concluding what attitudes must have caused them.