Theory of Cognitive Dissonance

Leon Festinger (1919 – 1989), was an American social psychologist, responsible for the development of the Theory of Cognitive Dissonance, Social comparison theory, and the discovery of the role of propinquity in the formation of social ties as well as other contributions to the study of social networks. Festinger is perhaps best known for the Theory of Cognitive Dissonance, which suggests that inconsistency among beliefs and behaviors will cause an uncomfortable psychological tension. This will lead people to change their beliefs to fit their actual behavior, rather than the other way around, as popular wisdom may suggest.