Cognitive dissonance theory refers to a model proposed by Leon Festinger, which states that awareness of consonant cognitions makes humans feel good, whereas awareness of dissonant cognitions makes humans feel bad.

Further, the unpleasant feelings produced by dissonant cognitions motivate humans to do something to change their state. Cognitive dissonance theory states that inconsistencies produce psychological discomfort, leading people to rationalize their behavior or change their attitudes.

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