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In 1954, psychologist Leon Festinger developed a theory called cognitive dissonance: the feeling of psychological discomfort produced by the combined presence of two thoughts that do not follow from one another. Festinger proposed that people will say or do almost anything to reduce that discomfort. The elegance of this theory has inspired psychologists over the past four decades, and to this day, cognitive dissonance is one of the most widely accepted psychological theories. This book documents the ongoing debates, studies, developments, and controversies sparked by Festinger's groundbreaking theory.