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Cognitive dissonance theory was proposed by psychologist Leon Festinger in 1957 and is one of the important theories in social psychology. It explains how individuals experience psychological discomfort when they hold two or more conflicting beliefs, attitudes, values, or behaviours. According to Festinger, people have a natural tendency to maintain consistency among their thoughts, feelings, and actions. When inconsistency occurs, it creates a state of tension known as cognitive dissonance, motivating the person to reduce or eliminate this discomfort. Cognitive dissonance occurs when there is a conflict between cognition and behaviour. Cognitions include a person’s beliefs, knowledge, opinions, and attitudes about oneself _____ _____ ____ ______ _______.
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