Conceptualization People need consistency in their lives and this theory shows how people motivate themselves to work and adjust inconsistent measures.There are three steps to this theory: People expect consistency. Inconsistencies create a state of dissonance Dissonance drives us to restore consistency. Conceptualization • People need consistency in their lives and this theory shows how people motivate themselves to work and adjust inconsistent measures. There are three steps to this theory: • People expect consistency. • Inconsistencies create a state of dissonance • Dissonance drives us to restore consistency