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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...

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