Cognitive Dissonance
Psychological discomfort associated with holding conflicting beliefs or with acting in a way that conflicts with one’s beliefs.
Context
Cognitive dissonance theory examines how people respond to such inconsistency. A response can involve changing an action, revising a belief, or finding a justification.
The term is useful when examining a gap between what someone values and what they do.
Examples
- A person values saving money but buys an expensive gadget, then emphasizes its usefulness to feel better about the purchase.