Cognitive Dissonance

Cognitive dissonance refers to the mental discomfort or tension that arises when a person holds two conflicting beliefs, values, or attitudes simultaneously. This concept, introduced by psychologist Leon Festinger in 1957, suggests that individuals seek consistency in their thoughts and actions. When inconsistency occurs, it motivates ___ ________ ________ _____ __________ _______ _________ ________ _______ _____ _______.
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