Social psychologist Leon Festinger first coined cognitive dissonance in the 1950s. Festinger and James Carlsmith conducted a now-famous "$1/$20” experiment to study cognitive dissonance.Cognitive dissonance is a psychological concept that describes the discomfort we feel when we hold two or more conflicting beliefs, values, or attitudes. The mental stress or tension arising from having contradictory ideas or engaging in behaviour that conflicts with our beliefs defines cognitive dissonance. For example, you value healthy living and exercise but enjoy eating junk food and sitting on the couch all day. This conflicting behaviour can cause cognitive dissonance, making you feel guilty or anxious about not living up to your beliefs. Another example could be a person who believes in the importance of environmental conservation but still drives a gas-guzzling car. This person may experience cognitive dissonance due to the conflict between their beliefs and behaviour.
