I’ve recently encountered the term “cognitive dissonance” repeatedly in the media, and until now, I hadn’t quite grasped what it truly meant. After some thought and reflection, I’ve come to understand it in a much clearer, more personal way.

What Is Cognitive Dissonance?

Cognitive dissonance is essentially that uneasy feeling you get when your beliefs and actions don’t quite match up. It’s as if your head and heart are having a little argument. The term was coined by psychologist Leon Festinger back in 1957, and it refers to the mental discomfort or tension we feel when we hold two conflicting ideas or when our behaviour contradicts our beliefs.

For instance, I used to passionately criticise companies that don’t pay their fair share of corporation tax. I’d go on about how unfair it is and how these companies should be held accountable. Yet, I’d often find myself buying their products without a second thought. That moment of realisation—seeing the conflict between my words and my actions—was a perfect example of cognitive dissonance in action.

Here’s what I figured out:

• Clashing Beliefs: On one hand, I believed that companies should contribute responsibly to society by paying their taxes. On the other, I couldn’t resist the convenience or quality of the products I was purchasing.

• That Uncomfortable Feeling: It felt a bit like wearing the wrong clothes on an important day—a small, nagging reminder that something was off.

• How We Cope: To ease this discomfort, it’s easy to start rationalising our actions. For example, I often convince myself that one purchase won’t make a difference, or that the company must have a good reason for their tax strategy when they don’t.

Understanding cognitive dissonance has helped me see that it isn’t just about these small everyday contradictions. It’s a broader human experience. We all, at times, do things that don’t quite align with our stated values—whether it’s indulging in a guilty pleasure or making choices that conflict with our ideals. Apparently, this isn’t about pointing fingers at ourselves and feeling bad; it’s about understanding that we’re all a bit complex and contradictory.

A Lighter Perspective

Learning about cognitive dissonance has been both enlightening and, in its own quirky way, quite amusing. It’s a reminder that we’re human, and our inner debates can sometimes be as entertaining as they are perplexing. The next time you catch yourself championing a cause one minute and behaving in a contradictory manner the next, you might just smile and think, “Ah, there’s my brain, keeping life interesting!”

Personally newfound understanding has made me more mindful of my choices and helped me accept that a little internal conflict is part of what makes us all imperfect. Right, I better finish up, I need a new strimmer and those tax dodging bastards at Amazon have some great offers on at the moment.