Cognitive Dissonance

"TCD theory of Cognitive Dissonance - Leon Festinger Stanford University Press ( 1957) Holds that the mind involuntarily rejects information not in line with previous thoughts/or actions. Festinger observed; A person can deal with the pressure generated by changing the dissonance the old behavior to harmonize with information. But if the person is committed to the old behavior and way of thinking, he simply rejects the new information. A simple "I don't believe it" thought or word is the easy cop out. For if you are unaware, you are unaware of being unaware."