For the past several weeks Jared has been quite impatient and even cruel toward his administrative assistant. According to cognitive dissonance theory, Jared will likely begin to __________.

Question

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According to cognitive dissonance theory, when individuals behave in a way that is inconsistent with their self-concept (e.g., being cruel), they may experience discomfort (dissonance). To reduce this discomfort, they might adjust their attitudes to match their behavior. In Jared's case, this could mean developing more negative attitudes (e.g., feeling more contemptuous) toward his assistant to justify his behavior.

For the Past Several Weeks Jared Has Been Quite Impatient