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Cognitive Dissonance

Cognitive dissonance is a mental conflict that occurs when the beliefs or assumptions a person had gets contradicted by new information. All of us have an inner drive to hold on to all our attitudes and behavior in harmony and avoid disharmony. This is known as the principle of cognitive consistency. When there is an inconsistency between attitudes or behaviors something must change to eliminate the dissonance and is relieved by one of several defensive maneuvers such as rejection, explain away, or neglect the new information, convince themselves that no conflict really exists.

The overall strength of the dissonance can also be influenced by several factors.

•          Cognitions about one ’s self tend to result in greater dissonance.

•          Cognitions that involve beliefs that are highly valued typically result in stronger dissonance.

•          The greater the strength of the dissonance, the more pressure there is to relieve the feelings of discomfort.

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