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Leon Festinger is the founder of the Cognitive Dissonance Theory [1], which suggests that learners try to achieve consistency between their beliefs, opinions, and other cognitions. When an inconsistency occurs they will alter their behavior or attitude in order to reduce the “dissonance”. Festinger believed that this was one of the most powerful motivators, as learners want to avoid the discomfort, pressure, and tension that a dissonance can cause. In essence, when there are two behaviors, actions, or cognitions at war within their minds, learners are more likely to make meaningful change to remedy the issue and seek alignment.
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