Cognitive dissonance is the uncomfortable feeling we have when two ideas clash with each other, conflict with each other. It's a simple mechanism, but it's developed over the decades into a really rich theory of understanding why it is that when you tell somebody in a kind and warm and friendly way, here's some information that shows why you're wrong, they rarely thank you. The whole b in our text book, carollwade, that carrolwade and i did, for so many years, actually propose chocolate immersion therapy as probably the most beneficial thing.

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