festinger l 1957 a theory of cognitive dissonance
Leon Festinger's influential 1957 publication, "A Theory of Cognitive Dissonance," introduced a foundational concept in social psychology that describes the mental discomfort experienced by an individual who holds contradictory beliefs, ideas, or values. This theory posits that people are motivated to reduce this dissonance by changing their attitudes, beliefs, or behaviors to achieve consistency, offering critical insights into human motivation and decision-making processes.