The Rationalizing Animal
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- People have cognitive dissonance - when a person holds two inconsistent beliefs, a person will change one of both of the beliefs so that they can coexist.
- Dissonance that is caused by effort, time or money will often lead to a more severe attempt to rationalize the behavior.
- We can use dissonance to convince people of certain behaviors (punish less harshly so people rationalize that the task itself if bad)