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The mental discomfort experienced when holding two or more contradictory beliefs, values, or attitudes, often leading to rationalization or attitude change to reduce the inconsistency.
Drives rationalisation of harmful behaviours, explains attitude changes after commitments, and underlies most self-deception.
The stronger the dissonance, the more motivated people become to resolve it - often by changing their beliefs rather than their behaviour.
"The only thing more predictable than human irrationality is humans' surprise at being irrational."
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