Cognitive Dissonance

Psychological framework that describes the mental anguish due to holding conflicting beliefs / behaviours.

What is Cognitive Dissonance?

A psychological theory that describes the mental discomfort we feel when we hold two or more contradictory beliefs, values, or behaviors at the same time.

What are the two way’s to reducing dissonance?

• Changing behavior: Modifying actions to match with existing values and beliefs.

• Changing beliefs: Reframe or justify behavior through rationalization.

Where can we see cognitive dissonance?

• Purchases: Defending expensive / unnecessary purchases through ignoring the drawbacks and focusing entirely on the positive traits.

• Daily habits: Continuing routines that have clear health or safety issues through self-justifying logic.

• Core beliefs: Doubling down on beliefs even when faced with direct counter evidence.

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