The Role of Cognitive Dissonance in Decision Making

The Role of Cognitive Dissonance in Decision Making Introduction When making decisions humans commonly fall victim to errors in logic and reasoning. Since the inception of the study of the mind, psychologists have endeavored to isolate the characteristics and causes of errors in human thinking. Researchers and theorists have developed categories of such errors: representativeness heuristics, availability heuristics, memory and hindsight biases, etc. . . . In other words, to err is human. In 1957, Festinger identified another phenomenon …

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