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A state of mind that occurs when there a person holds two or more inconsistent cognitions (i.e., ideas, attitudes, beliefs, opinions, etc.) It results in an unpleasant feeling of mental discomfort and is not the product of a physiological need. This discomfort is hypothesized to be a result of our desire find reason in the world and erase absurdity. Another way at looking at it is that it occurs when our self-justifications conflict. 

Cognitive Dissonance

Much of human thought and behavior isn't rational, but rationalizing. When people are cognitively dissonate, they spend a lot of time convincing themselves that they are right. 

Rational v. Rationalizing in dissonance theory

Subsequent research on cognitive dissonance has specified that the discomfort is not caused by any conflicting cognitions, but specifically by those that challenge an individual's positive self-image.

Role of Self-Image in Cognitive Dissonance

In addition to being psychologically uncomfortable, cognitive dissonance has measurable physical effects. Research has shown it can cause physiological arousal and activate specific regions of the brain associated with emotions and cognitive functioning.

Physiological and Neurological Effects of Cognitive Dissonance

The experience of cognitive dissonance is psychologically, physically, and mentally uncomfortable, which creates a strong motivation for individuals to reduce this discomfort. The primary method for reduction involves restoring harmony by aligning one's cognitions, attitudes, and behaviors. This can be accomplished through several strategies, such as altering existing cognitions to justify behavior, adding new cognitions that bridge the gap between conflicting ideas, or changing one's behavior to match their beliefs.

Motivation and Methods for Reducing Cognitive Dissonance

To alleviate the tension of cognitive dissonance, individuals can change their conflicting behavior, alter their attitudes or cognitions to create alignment, or introduce a new cognition that justifies the inconsistency.

Methods to Reduce Cognitive Dissonance

An individual strongly believes that protecting the environment is a moral duty and actively participates in local recycling programs. This person then purchases a new, large SUV with very poor fuel efficiency because they need more space for their family. Which of the following psychological experiences is this individual most likely to have as a direct result of this situation?

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