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Cognitive dissonance theory explains attitude change by focusing on the discomfort that arises when an individual holds conflicting beliefs, attitudes, or values. When someone experiences cognitive dissonance—such as the tension felt when their actions contradict their beliefs—they are motivated to reduce that discomfort. This often leads to a change in attitudes or beliefs in order to resolve the inconsistency.

For instance, if a person who values healthy living smokes cigarettes, they may feel dissonance because their behavior contradicts their health beliefs. To alleviate this discomfort, they might change their attitude toward smoking, minimize the health risks associated with it, or resolve the inconsistency by quitting smoking altogether. Thus, the essence of cognitive dissonance theory lies in the individual’s drive to achieve harmony between their beliefs and behaviors, leading to attitude change as a means of restoring balance.