Quote by Leon Festinger
"The magnitude of effort to justify an action is proportional to its inconsistency with our self-image."
More from Leon Festinger
"The mind tries to maintain consistency between its various cognitions."
"If a man is told he will dislike a new gadget, he will actually find his first experience with it more unpleasant than would otherwise be the case."
"Cognitive dissonance is when your actions don't match your beliefs."
"People tend to seek out information that confirms what they already believe."