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Leon Festinger's Cognitive Dissonance Theory

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Leon Festinger's Cognitive Dissonance Theory
In this chapter, the researchers used a communication model, which Leon Festinger developed, the Cognitive Dissonance theory.

Cognitive dissonance theory best supports the researchers study because it is concerned with the beliefs of a person and society. Alongside the beliefs are the cognitions thus, result to a discomfort or dissonance. When there is an inconsistency between beliefs there is a tendency for individuals to seek consistency among their cognitions and beliefs. Therefore, something must change to eradicate the dissonance or discomfort.
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