IN 1957 LEON FESTINGER DISCOVERED THE MECHANISM THAT MAKES COMMITMENT CHANGE BEHAVIOR
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IN 1957 LEON FESTINGER DISCOVERED THE MECHANISM THAT MAKES COMMITMENT CHANGE BEHAVIOR
Leon Festinger published cognitive dissonance theory in 1957. When behavior and belief are inconsistent, the brain experiences discomfort and moves to resolve it — usually by changing whichever is easiest, which is often the belief to match the behavior. The mechanism runs in both directions. If you commit publicly to a behavior, the ...
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