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What is the connection between Prejudice and cognitive dissonance? Cognitive dissonance in simple words is the situation where someone holds two contradicting cognitions. These congnitions could be in the form of beliefs, attitudes or behavior. In order for people to relieve the pain they experience when they have two conflicting cognitions they either create new beliefs, change their attitude or behavior. So what does cognitive dissonance has to do with prejudice? Because people always try to maintain consistent cognitions they might try to find logical explanations for their prejudice just to feel good.