Cognitive Dissonance

Definition

The mental discomfort experienced when holding two conflicting beliefs, making it difficult to change one's mind. Note: It remains unclear whether dissonance reduction involves a distinct aversive motivational state (as the original theory proposes) or simply self-perception processes (as Bem's alternative account suggests). The two theories make identical predictions in most circumstances. When it shows up: After making a costly decision, performing an action inconsistent with stated values or receiving evidence that contradicts a held belief. High-stakes instance: Post-purchase rationalisation - documented in consumer research, medical treatment adherence and political belief updating: commitment to a position produces belief change that brings the belief into line with the action, rather than the reverse. Failure mode: The discomfort of holding incompatible beliefs/actions is resolved by changing whichever is easier to change, which is rarely the action and often the belief. The person ends up sincerely holding the view that justifies what they did, having forgotten they started with different views. Estimated cost: Moderate - partially reversible where this bias dominates unchecked decisions.