COGNITIVE DISSONANCE: Psychologist Leon Festinger first proposed a theory of cognitive dissonance centered on how people try to reach internal consistency. He suggested that people have an inner need to ensure that their beliefs and behaviors are consistent. Inconsistent or conflicting beliefs lead to disharmony, which people strive to avoid. In his 1957 book, A Theory of Cognitive Dissonance , Festinger explained, "Cognitive dissonance can be seen as an antecedent condition which leads to activity oriented toward dissonance reduction just as hunger leads toward activity oriented toward hunger reduction. It is a very different motivation from what psychologists are used to dealing with but, as we shall see, nonetheless powerful." Influential Factors The degree of dissonance people experience can depend on a few different factors, including how highly they value a particular belief and the degree to which their beliefs are in...