Cognitive dissonance can hinder persuasion efforts from "summary" of The Science of Persuasion by Brad Bradshaw
When trying to persuade someone, it is important to consider the concept of cognitive dissonance. This psychological phenomenon occurs when a person holds conflicting beliefs or attitudes. When faced with information that contradicts their existing beliefs, individuals experience discomfort or tension. This discomfort motivates them to resolve the inconsistency and restore cognitive harmony.
Cognitive dissonance can hinder persuasion efforts because individuals are resistant to changing their beliefs or attitudes. When presented with information that contradicts their existing views, they may reject the new information in order to maintain consistency. This tendency to resist persuasion can make it challenging to change someone's opinion or behavior.
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