Episode 121 - Help Prospects Persuade Themselves

Maximize Your Influence · Jan 13, 2016 · 1m

The Theory of Cognitive Dissonance Leon Festinger formulated the cognitive dissonance theory at Stanford University. He asserted, "When attitudes or beliefs conflict with our actions, we are uncomfortable and motivated to try to change." Festinger's theory sets the foundation for the Law of Dissonance. The Law of Dissonance proves that people will naturally act in a manner that is consistent with their cognitions. What is a cognition? Our cognitions is a mental process that uses thoughts, beliefs, experiences, and past perceptions. Basically that means when people behave in a manner that is…