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Why do we feel bad when our beliefs don't match our actions? Blame 'cognitive dissonance'

  • Written by: Kim M Caudwell, Lecturer - Psychology | Chair, Researchers in Behavioural Addictions, Alcohol and Drugs (BAAD), Charles Darwin University
Why do we feel bad when our beliefs don't match our actions? Blame 'cognitive dissonance'SewCream/Shutterstock

Have you ever been out and about, perhaps tackling the Christmas shopping list, and felt a bit thirsty? You buy a drink – say, one that comes in a plastic bottle – and quench your thirst, only to find there’s no recycling nearby. What do you do?

The Two Buttons meme illustrating cognitive dissonanceThe Two Buttons meme accurately captures cognitive dissonance.Mem...

Read more: Why do we feel bad when our beliefs don't match our actions? Blame 'cognitive dissonance'

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