Cognitive Dissonance Explained: Why We Struggle with Conflicting Beliefs

21 May 2025

Have you ever felt uncomfortable holding two opposing thoughts at the same time? Maybe you believe eating healthy is important, yet you still indulge in fast food. That uneasy feeling? That’s cognitive dissonance at work. It’s a psychological phenomenon that affects everyone, often without us even realizing it.

But why does this happen? And how do we deal with it? Let's break it down.

What Is Cognitive Dissonance?

Cognitive dissonance is the mental discomfort we experience when we hold two conflicting beliefs, values, or attitudes. Psychologist Leon Festinger first introduced this theory in 1957. He suggested that when our thoughts and actions don’t align, we feel internal tension. To relieve that discomfort, we often change our beliefs, behaviors, or perceptions to restore internal harmony.

Think of it like a mental tug-of-war. Your brain craves consistency, and when it detects a mismatch, it scrambles to fix it—sometimes in ways that don’t even make sense.

Everyday Examples of Cognitive Dissonance

Cognitive dissonance isn’t just a concept in psychology textbooks. It happens all the time, often without us noticing. Here are some common scenarios:

1. Smoking Despite Knowing the Risks

Most smokers know that smoking is harmful to their health. However, many continue the habit while justifying it with statements like:
- “I only smoke when I’m stressed.”
- “My grandfather smoked for 50 years and lived to 90.”

These rationalizations help reduce the discomfort they feel from the conflict between their actions (smoking) and their knowledge (it’s bad for me).

2. Unhealthy Eating Habits

You might believe eating healthy is essential but still love indulging in junk food. To reduce the dissonance, you might tell yourself:
- “I’ll start eating better next week.”
- “One cheat meal won’t hurt.”

This allows you to hold onto both beliefs—healthy eating is important, but fast food is fine sometimes.

3. Buying an Expensive Product with Doubts

Have you ever bought something pricey and immediately wondered if it was worth it? That’s cognitive dissonance creeping in. Instead of accepting that you may have wasted money, you might convince yourself, “It was a great deal,” or “I deserve this.”

4. Staying in a Toxic Relationship

People often stay in unhappy relationships because leaving could mean admitting they made the wrong choice. Instead of leaving, they might justify staying with:
- “They’ll change over time.”
- “Relationships are hard work, and this is normal.”

Convincing yourself things will get better can reduce the discomfort of a conflicting emotional reality.

Why Do We Struggle with Conflicting Beliefs?

The human brain hates inconsistency. Holding two opposing beliefs creates psychological stress, and we instinctively look for ways to fix it. But why does this happen?

1. The Need for Consistency – We like to see ourselves as logical and consistent individuals. When something challenges that, it creates an uncomfortable gap between our self-image and reality.
2. Emotional Investment – The more emotionally attached we are to a belief, the harder it is to change. Imagine admitting your political or religious views might be wrong—it’s not easy!
3. Social Influences – Peer pressure and societal expectations often force us into uncomfortable contradictions. We may compromise our values to fit in.

How Do We Reduce Cognitive Dissonance?

Since cognitive dissonance can be uncomfortable, we naturally try to find ways to resolve it. Here’s how we often do it:

1. Change the Belief

One way to reduce dissonance is by altering our beliefs to match our actions. For example:
- A smoker might say, “The risks of smoking are exaggerated.”
- Someone who eats junk food might think, “Fast food isn’t as bad as people say.”

2. Change the Behavior

Instead of altering beliefs, some people change their actions to align with their values.
- A smoker might quit smoking to avoid the conflict between “I value my health” and “I smoke.”
- Someone who believes in healthy eating might stop ordering junk food frequently.

3. Justify the Conflict

When we don’t want to change our actions or beliefs, we create justifications.
- “I donate to charity, so it balances out my bad habits.”
- “I work hard, so I deserve to splurge on expensive things.”

4. Trivialization

Sometimes, we minimize the importance of the conflict to make it seem insignificant.
- “No one eats 100% healthy anyway.”
- “A little dishonesty in business is normal.”

By downplaying the inconsistency, we reduce the mental discomfort.

The Dark Side of Cognitive Dissonance

While cognitive dissonance helps us maintain mental stability, it can also be dangerous. Many people use it to justify harmful behaviors, irrational thinking, or unethical actions.

For example:
- Ignoring red flags in relationships – People tolerate toxic behavior to avoid admitting they made a mistake.
- Rejecting facts – Some refuse to accept scientific evidence that contradicts their prior beliefs, dismissing it as "fake news."
- Staying in bad jobs – Employees who are unhappy at work may justify staying by convincing themselves, “At least I have job security.”

When used as a defense mechanism, cognitive dissonance prevents growth and change.

How to Overcome Cognitive Dissonance

Since cognitive dissonance is inevitable, learning how to manage it in a healthy way is crucial. Here are some ways to do that:

1. Self-Awareness

The first step is recognizing when cognitive dissonance is happening. Pay attention to situations where you feel uncomfortable and question why.

2. Evaluate Your Beliefs

Ask yourself: Am I holding onto this belief because it’s true, or because I don’t want to feel wrong? Being open to change is essential for personal growth.

3. Be Honest with Yourself

It’s okay to admit when you’ve made a mistake. Rather than justifying bad decisions, focus on making better choices moving forward.

4. Seek New Information

Sometimes, learning new perspectives helps resolve internal conflicts. Read, research, and talk to people with different viewpoints.

5. Embrace Discomfort

Growth often comes from discomfort. Don’t resist cognitive dissonance—use it as a signal for reflection and improvement.

Final Thoughts

Cognitive dissonance is a natural part of life. It’s how our minds cope with the conflicts between our beliefs and actions. While it can sometimes lead to irrational justifications, it also provides an opportunity for personal growth.

Next time you catch yourself making an excuse or feeling uneasy about a decision, pause and reflect. Your brain is telling you something. Listen to it, challenge yourself, and strive for genuine self-improvement.