How cognitive dissonance allows people to protect their health in some ways and threaten it in others, explains EM_Krockow
, who suggested that most people try to avoid internal states of inconsistency. Human decision-makers actively aim to reduce conflicting world views or contradictory behaviours in order to maintain a more logical, positive view of themselves. This, in turn, enhances their psychological comfort and mental well-being.
Festinger’s theoretical suggestions seem intuitively obvious, so why do people still continue to exhibit contradictory behaviours like those described above? While the most obvious strategy for resolving cognitive dissonance is to stop the contradictory behaviour, there are other ways of promoting more consistent self-perception. These may come into play in situations where behavioural change appears too difficult to achieve.
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