Who introduced the theory of cognitive dissonance?
Answer
Leon Festinger
Leon Festinger argued in 1957 that holding two clashing beliefs creates a discomfort people relieve by quietly adjusting one of them. It is why a buyer who doubted an expensive purchase talks himself into loving it afterwards, and why a hard-won membership is prized more than an easy one.
| Category | Psychology |
|---|---|
| Difficulty | Hard |
| Other options in the game | Solomon Asch, Kurt Lewin, Stanley Milgram |
| Source | Open Yale Courses, PSYC 110 lecture 16 |
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