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A third way to alleviate cognitive dissonance is by adding a new cognition or belief that helps reconcile the conflicting ones. For example, a smoker might introduce the idea that smoking helps control their appetite and prevent weight gain, framing the behavior as beneficial to their health in another way.

Adding a New Cognition to Reduce Dissonance

A military enlistee who voluntarily joins but then faces extreme hardships during boot camp provides a classic example of cognitive dissonance. The conflict between their voluntary commitment and the miserable reality creates intense psychological discomfort. Since leaving is not a legal option, the enlistee cannot resolve the dissonance by changing their behavior. Instead, to alleviate the discomfort, they can alter their beliefs and attitudes. For instance, the enlistee might reframe the experience by telling themselves, 'I am becoming stronger and healthier,' 'I am learning discipline,' or 'What I am doing is important for my country.' By adopting these new cognitions, they can perceive the challenges as valuable, thereby reducing dissonance and feeling better about their situation.

Example of Cognitive Dissonance: Military Boot Camp

Maria and Marco choose to live in the affluent and expensive Fairfield County, Connecticut, despite the significant financial hardship it causes them. The conflict between their financial struggles (renting a small house for over \$3,000/month and having no money for new things) and their choice to remain in a high-cost area creates cognitive dissonance. They reduce this psychological discomfort by adding new cognitions that justify their decision, such as focusing on the area's beauty, their love for the beaches, and their sense of comfort. These beliefs rationalize their financially challenging choice, making it seem worthwhile.

Example of Cognitive Dissonance: Justifying High Living Costs

An individual who prides themselves on being environmentally conscious experiences significant internal conflict after buying a new, expensive car with poor fuel efficiency. Which of the following thoughts best illustrates the strategy of adding a new cognition to reduce this discomfort?

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