‘Cognitive dissonance’ is a term coined by psychologist Leon Festinger back in 1957 in his book A Theory of Cognitive Dissonance. It refers to the discomfort that a person feels when there is misalignment between their behavior and their values or beliefs. It can also occur when a person holds two contradictory beliefs at the same time. In contrast, cognitive consonance exists when ideas logically flow from one another and are consistent.
For example, a person who considers himself orderly and cleans up after himself even when it’s not easy or convenient is in consonance with his beliefs. But if the same person leaves things around, his behavior is in dissonance with his self-identity.
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