This is your brain undergoing cognitive dissonance

Cognitive dissonance has entered the vernacular as shorthand for what people experience when they hold two contradictory opinions at once. But, within psychology, it describes a somewhat distinct process, where people are forced to reject an item they actually like. Given this bit of awkwardness, people are prone to dealing with it in a fairly simple manner: they conclude that they never really liked the item that much in the first place. This finding, which implies that behavior can drive belief instead of the other way around, has remained controversial, but researchers are now claiming to have identified the neural activity that drives cognitive dissonance.

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