Cognitive dissonance theory proposes that people have a motivational drive to reduce dissonance by changing their attitudes, beliefs, and behaviors or by justifying or rationalizing their attitudes and beliefs. Dissonance occurs when a person holds two psychologically inconsistent cognitions (e.g. attitudes, beliefs, values, emotional reactions) and experiences psychological discomfort as a result. The theory suggests that people engage in a process called rationalization to reduce dissonance and align with existing beliefs.