When an individual behaves in a way that is inconsistent with his or her attitude he or she may feel cognitive dissonance.

Question

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Cognitive dissonance theory suggests that when an individual's beliefs or attitudes are contradicted by their actions, they experience a sense of discomfort or dissonance. This can lead to efforts to reduce the dissonance, such as changing the attitude or behavior to be more consistent.

When an Individual Behaves in a Way That Is Inconsistent