According to cognitive dissonance theory, (developed by Leon Festinger, 957) there is a tendency for individuals to seek consistency among their cognitions (i.e., beliefs, opinions).
When there is an inconsistency between attitudes or behaviours (dissonance), something must change to eliminate the dissonance. In the case of a discrepancy between attitudes and behaviour, it is most likely that the attitude will change to accommodate the behaviour.
Two factors affect the strength of the dissonance: the number of dissonant beliefs, and the importance attached to each belief. There are three ways to eliminate dissonance:
(1) reduce the importance of the dissonant beliefs,
(2) add more consonant beliefs that outweigh the dissonant beliefs, or
(3) change the dissonant beliefs so that they are no longer inconsistent.
Dissonance occurs most often in situations where an individual must choose between two incompatible beliefs or actions. The greatest dissonance is created when the two alternatives are equally attractive. Furthermore, attitude change is more likely in the direction of less incentive since this results in lower dissonance. In this respect, dissonance theory is contradictory to most behavioural theories which would predict greater attitude change with increased incentive (i.e., reinforcement).
Consider someone who buys an expensive car but discovers that it is not comfortable on long drives. Dissonance exists between their beliefs that they have bought a good car and that a good car should be comfortable.
Dissonance could be eliminated by
* deciding that it does not matter since the car is mainly used for short trips (reducing the importance of the dissonant belief) or
* focusing on the cars strengths such as safety, appearance, handling (thereby adding more consonant beliefs).
The dissonance could also be eliminated by getting rid of the car, but this behaviour is a lot harder to achieve than changing beliefs.