– Cognitive Dissonance
Cognitive dissonance is the feeling of discomfort on holding contradictory cognitions or different ideas in the mind simultaneously. Cognitive dissonance results in tension often when what a person believes is different how he acts. However, this is known to be a strong psychological motivator where in a person tries to change one or the other beliefs so that the beliefs are no longer conflicting.
How strong cognitive dissonance is is directly related to how important the subject/decision in question is to the person and to what extend the person is unable to rationalize the situation and explain the conflict.