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Friday, September 18, 2009

What is Cognitive Dissonance Theory

What is Cognitive Dissonance Theory?

Unmet (i.e. disconfirmed) expectations will create psychological discomfort. When an individual receives ideas that are dissonant, he or she will try to reduce the discomfort by distorting one or both of the ideas to make them more consonant. Individuals adjust their perceptions of satisfaction to bring them more in line with their prior expectations and to reduce dissonance.

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