Cognitive Dissonance: The Tension Between Beliefs and Actions

Cognitive dissonance is a psychological phenomenon that occurs when our beliefs, attitudes, or values clash with our actions, creating discomfort or tension. This feeling of unease motivates us to resolve the inconsistency, either by changing our behaviour or adjusting our beliefs.

Introduced by psychologist Leon Festinger in 1957, cognitive dissonance suggests that people strive for internal consistency. For example, someone who values health but continues to smoke may experience dissonance. To reduce this discomfort, they might justify their behaviour by rationalising it or change their attitude to align with their actions—such as downplaying the health risks of smoking.

Cognitive dissonance is common in everyday life, especially when making decisions. After purchasing a product, for instance, people may experience dissonance if they question their choice. To ease this discomfort, they might focus on the positive aspects of the product, a phenomenon known as post-purchase rationalisation.

While cognitive dissonance can lead to justifications, it can also motivate positive changes. If individuals feel conflicted between their actions and values, they may change their behaviour to align with their beliefs, such as quitting smoking to restore consistency.

In conclusion, cognitive dissonance is a powerful force that drives our behaviour and decision-making. By understanding it, we can become more aware of how we resolve conflicts between our beliefs and actions, leading to more informed choices and greater self-awareness.