Cognitive dissonance is everywhere — but it’s not well understood. When we’re aware of it, it can be a powerful motivator for behavioral change and enhance insight. When we're not, it can cause us to ...

MOST OF US have experienced conflicting beliefs at one time or another. For instance, you know that drinking too much alcohol is bad for your health, but you pour yourself a second glass of wine ...

Cognitive dissonance refers to the psychological discomfort that arises when an individual holds two or more conflicting cognitions—attitudes, beliefs or behaviours—simultaneously. This tension drives ...

Cognitive dissonance emerges when consumers experience a clash between their beliefs or expectations and their purchasing decisions or outcomes. Originating from social psychology, the concept has ...