What Is Cognitive Dissonance Theory?
Can we assume from this consistency principle that an individual’s behavior can always be predicted if we know his or her attitude on a subject? The answer isn’t a simple “yes” or “no.” Why? Cognitive dissonance theory.
Cognitive dissonance theory, proposed by Leon Festinger in the 1950s, sought to explain the relationship between attitudes and behavior.14 Cognitive dissonance is any incompatibility or inconsistency between attitudes or between behavior and attitudes. The theory argued that inconsistency is uncomfortable and that individuals will try to reduce the discomfort and, thus, the dissonance.
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