| Cognitive dissonance is literally defined as behavioral | | | | Likewise, cultural beliefs, environment, betrayal of |
| attitude brought about by having two parallel ideas | | | | trust, as well as disequilibrium resulting from basic |
| simultaneously. Cognitive dissonance theory is not | | | | needs such as food, clothing, shelter and security. |
| complex. It holds that cognition are bits of diverse | | | | However, various studies have established that, |
| fields of knowledge, this may include varied concepts, | | | | reduction of dissonance is possible if addressed from |
| ideas, or emotions. In short, people have varied | | | | an individualistic level. According to the studies, |
| cognitions in their heads. This deviation was first | | | | personal life experiences can either help repel or |
| investigated by Leon Festinger along other | | | | increase dissonance. |
| associates. Dissonance is as a result of disappointing | | | | Moreover, various experiments signify that to ease |
| or stressing life events or a plethora of events in | | | | the dissonance caused in the case of making wrong |
| ones or individuals experience. Normally, when such | | | | decisions, a person will improve the surrogate and |
| alteration takes place, the only remedy –naturally | | | | degrade the other one. For example, if there is a |
| is to seek remedial in a spontaneous manner in order | | | | impasse in choosing one of two cars the person will |
| to restore a healthy balance in an individual life. | | | | evaluate the benefits of both. Cognitive dissonance |
| Additionally, another factor that contributes to | | | | should not be treated as something to be shunned. It |
| dissonance is attributed to the way we make | | | | has both positive and negative aspect. However, its |
| decisions. According to social analysts, it is well | | | | negative face is exposed when it becomes critical to |
| established that most people make decisions | | | | the individual or others resulting in conflicts (Robert, |
| depending on their cognition to environment, including | | | | 2009). |
| our perception of the data presented to an individual. | | | | |