Your friend knows that drinking too much liquor is a costly habit that is bad for his health, but he continues to drink large amounts of liquor. He also thinks he is a smart person that makes good choices. He feels some psychological discomfort from this contradiction, which is also called:

Cognitive dissonance theory was proposed by Leon Festinger in 1957. The state when there is a imbalance between cognition is called cognitive dissonance. Cognition can be defined as value, belief attitude and emotion.

If two cognition are held then a conflict of interests arises between them and the individuals falls in a state of cognitive dissonance and a person who is in such a state would seek consonance through variety of behaviours.

In this case the person is trying to get consonance by believing himself to be a smart person and he is making a good choice by drinking alcohol.

rejkjavik rejkjavik · Answer 2 · 2019-12-18T09:57:50+01:00

Answer:

cognitive dissonance is refer to that situation where individual have twos set of thinking which lead to conflict in belief, behavior and attitudes.

Explanation:

cognitive dissonance is refer to that situation where individual have twos set of thinking which lead to conflict in belief, behavior and attitudes.

Regular state of cognitive dissonance lead to mental discomfort and directly lead to unsuccessful in a task. Inconsistency is major output of this discomfort which lead to tension, headache, frustration and irritation.