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Episode 518 - Double Dog Dissonance - Persuade Under the Radar
The Law of Dissonance proves that people will naturally act in a manner that is consistent with their cognitions. What is a cognition? Our cognition is a mental process that uses thoughts, beliefs, experiences, and past perceptions. That means when people behave in a manner that is inconsistent with these cognitions (beliefs, thoughts or values), they find themselves in a state of discomfort. In this uncomfortable state, they will be motivated to adjust their behaviors or beliefs to regain mental and emotional balance. When our beliefs, attitudes, and actions mesh, we feel congruent. This…
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