Cognitive Dissonance

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Cognitive dissonance - is a discomfort caused by holding conflicting cognitions such as ideas, beliefs, values, emotional reactions simultaneously. In a state of dissonance, people may feel surprise, dread, guilt, anger, or embarrassment. • • Reference: Festinger, L. (1957). A theory of cognitive dissonance, Evanston, IL: Row Peterson. • • Created at http://www.b2bwhiteboard.com

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