Cognitive dissonance
Cognitive Dissonance theory (Festinger, 1957) attempts to explain how behavior can be changed. The theory argues that when we act in a way that contradicts our knowledge and/or beliefs, we experience dissonance. Dissonance is a discomfort that motivates us to reduce negative feelings. This may be done by either changing the behavior or changing our beliefs about the behavior through rationalization. In the image...