Month: March 2015

13 Mar 2015
Branding, Logos, Corporate Identity

Cognitive Dissonance

Psychologists describe cognitive dissonance as the mental stress that occurs when someone is confronted by information that conflicts with their existing beliefs or values. People want internal consistency. When something challenges our assumptions, we do whatever we can to regain the consistency between what we believe and our reality. A classic example of cognitive dissonance […]

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