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ed she should do what the others were doing. The next day she was tense and
uncomfortable because she had done something that she believed to be wrong. She was suffering
from cognitive dissonance.
The theory of cognitive dissonance was proposed in the 1950s by psychologist Leon Festinger. It
is a very simple theory, but one applicable to an enormous range of situations. Cognitive
dissonance is defined as a state of tension that exists when two (or more) cognitions are
psychologically inconsistent, with that inconsistency creating tension. Festinger considered
tension motivating because when tension occurs, there is a motive to reduce or eliminate it.
“Cognition” is a broad term that includes perception, reasoning, beliefs, values, and attitudes-any
form of knowledge or knowing. “Psychologically inconsistent” means that the individual
possessing the cognitions perceives them to be incompatible or in conflict. This is the Achilles
heel of the theory, because psychological inconsistency is subjective; it cannot be directly
observed and measured.
Dissonance sometimes occurs after making a decision that is irrevocable, or that would be very
difficult to reverse. Suppose a high school senior has narrowed his choice of colleges to two, both
equally attractive. He has to make a decision and choose one of the schools. When he chooses
one, he has to give up the things he likes about the other. What are the dissonant cognitions?