Sam is a big fan of the Chicago White Sox, but rooted against his favorite team in order to impress a potential date. He initially feels bad about this discrepancy, but ultimately begins to believe that he hates the White Sox. What theory can explain this behavior?

Question

Quizplus · Accepted Answer

Cognitive dissonance is the theory that individuals experience psychological discomfort or dissonance when their beliefs or attitudes are inconsistent with their behavior. In this case, Sam's behavior (rooting against his favorite team) is inconsistent with his attitude (being a big fan of the White Sox). To reduce this discomfort, Sam may convince himself that he actually hates the White Sox.

Sam Is a Big Fan of the Chicago White Sox