Cognitive dissonance refers to the psychological discomfort that arises when an individual holds two or more conflicting cognitions—attitudes, beliefs or behaviours—simultaneously. This tension drives ...

“The theory of cognitive dissonance obviously has many implications for everyday life. In addition to throwing light on one's own behavior, it would seem to carry useful lessons for everyone ...

Cognitive dissonance emerges when consumers experience a clash between their beliefs or expectations and their purchasing decisions or outcomes. Originating from social psychology, the concept has ...