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cognitive dissonance
an unpleasant state of tension that exists when a person has two or more cognitions that are inconsistent
psychologist who originated the theory of cognitive dissonance
festinger
different types of dissonance
induced compliance + effort justification
induced compliance
the inconsistency experienced when encouraged to act against one’s beliefs as a result of subtle pressure
effort justification
voluntarily choosing between alternatives means selected option will become more favourable, and rejected choice becomes negatively viewed
Note 
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