Cognitive dissonance is a psychological phenomenon describing the mental discomfort that arises when a person holds conflicting beliefs, values, or attitudes, or when their behavior contradicts their beliefs. Leon Festinger first introduced the theory of cognitive dissonance in 1957. The theory posits that people strive for internal consistency and are motivated to reduce this dissonance through various means, such as changing their beliefs, justifying their actions, or ignoring the conflicting information. The intensity of the dissonance is greater when there are more conflicting views or when the views are important to the individual.
Experiencing cognitive dissonance can manifest in various ways, including feelings of unease, stress, anxiety, guilt, shame, or embarrassment. For example, someone who values healthy living but smokes cigarettes might experience cognitive dissonance. To reduce this discomfort, they might try to quit smoking, justify their behavior by saying that it helps them relax, or downplay the health risks. Cognitive dissonance can affect decision-making, personal relationships, and career choices. People may selectively remember information that supports their beliefs and downplay conflicting information.