Cognitive dissonance emerges when consumers experience a clash between their beliefs or expectations and their purchasing decisions or outcomes. Originating from social psychology, the concept has ...

Cognitive dissonance arises when individuals hold conflicting beliefs or when behaviour runs counter to personal values, generating psychological discomfort that motivates efforts to restore ...

We like having consistency in our worlds. It makes sense - to be the best people we can be, we like having predictability. Otherwise we would be spending our time weathering crises more than attending ...

In 1934, an 8.0-magnitude earthquake hit eastern India, killing thousands and devastating several cities. Curiously, in areas that were spared the worst destruction, stories soon spread that an even ...

I have been struck in several recent conversations by how clever our minds are at deceiving us, warping reality to fit our preconceived notions of what kind of people we believe ourselves to be. These ...