14.2 Theories of motivation Motivation and dissonance theory Cognitive dissonance theory (Festinger, 1957) holds that people experience tension or discomfort when a deeply held value or belief is challenged by a psychologically inconsistent belief or behavior. To resolve the discomfort they may change their behaviors or beliefs or they may develop justifications or excuses that resolve the inconsistency.14.2 Theories of motivation • Motivation and dissonance theory • Cognitive dissonance theory(Festinger, 1957) holds that people experience tension or discomfort when a deeply held value or belief is challenged by a psychologically inconsistent belief or behavior. To resolve the discomfort, they may change their behaviors or beliefs ,or they may develop justifications or excuses that resolve the inconsistency