Cognitive dissonance theory developed by Leon Festinger in 1962 posits that people experience psychological tension from inconsistencies between their attitudes, beliefs, values, and behaviors, and they are motivated to reduce this tension and align their attitudes and behaviors. The theory suggests that when faced with conflicting ideas, people will change their attitudes or behaviors to reduce dissonance rather than addressing the underlying tensions.

1. EPC641-NEGOTIATION AND PERSUASION
COGNITIVE DISSONANCE THEORY
WHO? – Leon Festinger
WHEN? – 1962
WHAT? – Quantitative and qualitative
differences between person and ideas
Nor Syahirah bt Norizan Nurul Hazwani bt Mat Sayuti

2. WHY? – Oversimplify human situation
HOW? – Experience psychological tension
(dissonance)  Reduce instead resolving
tension
REFERENCE: LARSON C. U., PERSUASION