What is cognitive dissonance?
Cognitive dissonance is a powerful tool which can be used to motivate us in various ways. As a concept, it is best explained through an example. Think about the following statement- ‘it is important that people give blood so that blood banks can be adequately supplied’. This is probably something that you agree with. Now ask yourself- do I regularly give blood? If you are reading this and do, you should feel pretty good about yourself . However, if you’re reading this you do not then you’re probably feeling a slight sense of unease. This response is the essence of cognitive dissonance – a feeling that one aspect of ourselves does not fit with another. But how does it work, and how can we harness it?