Cognitive Dissonance Theory, developed by Leon Festinger, aims to explain the psychological discomfort experienced when individuals maintain contradictory beliefs, attitudes, or values. The theory examines how people adjust their mental congruity by lessening their mental discomfort.

Assumptions

Assumptions of the theory includes:

• The human inclination towards internal consistency.
• The generation of mental distress when inconsistencies arise.
• The attempts to mitigate discomfort by changing beliefs, looking for new supporting information, or minimizing the significance of irregularities.

Practical Application

This theory can be used in marketing and health compaign. Individuals can also apply this theory in decision-making, relationship improvement, and self-improvement endeavors.

Limitations

However, the theory has certain limitations including:

• Variability in individual responses to cognitive dissonance.
• Limited predictive capabilities regarding resolution strategies.
• Focus on discomfort without considering the positive aspects of holding multiple perspectives.

Overall, Cognitive Dissonance Theory offers valuable insights into how individuals manage conflicting thoughts and behaviors, thereby contributing to decision-making, behavioral change, and motivational understanding.