Cognitive Dissonance Theory: Festinger’s Model & Reduction Strategies

Why do smokers rationalize their habit despite knowing it causes cancer? Why do we justify expensive purchases we later regret? Why do people invested in failing relationships convince themselves everything is fine? Leon Festinger’s cognitive dissonance theory, introduced in 1957, explains these behaviors through one powerful insight: holding contradictory beliefs, attitudes, or behaviors creates psychological discomfort that we are motivated...