The theory of cognitive dissonance proposes that people are averse to inconsistencies within their own minds. It offers one explanation for why people sometimes make an effort to adjust their ...

2007, p. 978). Cognitive dissonance is an uncomfortable state, so people try to resolve it by changing one of the two dissonant elements (Festinger, 1962). An experiment by Egan et al. (2007) found ...

While some voters double down on supporting the candidate they voted for, others report buyer's remorse as consequences unfold. Might cognitive dissonance yield both outcomes?

It is the subject of a new theory based on experiments showing that the grass is usually not greener on the other side of the fence and that grapes are sourest when ...

After proposing the concept of cognitive dissonance, psychologist Leon Festinger created an experiment to test his theory that was also known as the boring experiment. Participants were paid ...

The theory was that the coaching staff would ... Again, Bruin fans, you deserve to carry that cognitive dissonance. You’ve earned it.