The theory behind it began with social psychologist Leon Festinger in 1955 at the Massachusetts Institute of Technology. Festinger sought to explain why people, in general, hold onto false beliefs even when proven incorrect. He hypothesized that it is painful for people to be introduced to logical contradictions, although Elliot Aronson later argues that it is in fact psychological contradictions that cause the issue. This could be due to a natural bias, causing people to prefer to believe what they think they already know. Aronson further argues that the magnitude of the dissonance experienced is affected by self-concept, psychological investment, and rationale, while Joel Cooper adds that sense of responsibility is also an important factor (West and Turner
The theory behind it began with social psychologist Leon Festinger in 1955 at the Massachusetts Institute of Technology. Festinger sought to explain why people, in general, hold onto false beliefs even when proven incorrect. He hypothesized that it is painful for people to be introduced to logical contradictions, although Elliot Aronson later argues that it is in fact psychological contradictions that cause the issue. This could be due to a natural bias, causing people to prefer to believe what they think they already know. Aronson further argues that the magnitude of the dissonance experienced is affected by self-concept, psychological investment, and rationale, while Joel Cooper adds that sense of responsibility is also an important factor (West and Turner