What Is Festinger Theory?
What Is Festinger Theory? Festinger’s theory proposes that inconsistency among beliefs or behaviours causes an uncomfortable psychological tension (i.e., cognitive dissonance), leading people to change one of the inconsistent elements to reduce the dissonance or to add consonant elements to restore consonance. What was Festinger advanced theory? Cognitive dissonance theory (Festinger, 1957) posits that individuals