In the field of psychology, cognitive dissonance is described as the mental discomfort people feel when their beliefs and actions are inconsistent and contradictory, ultimately encouraging some change to align better and reduce this dissonance. Relevant items of information include peoples' actions, feelings, ideas, beliefs, values, and things in the environment. Cognitive dissonance is typically experienced as psychological stress when persons participate in an action that goes against one or more of those things. According to this theory, when an action or idea is psychologically inconsistent with the other, people do all in their power to change either so that they become consistent. The discomfort is triggered by the person's belief clashing with new information perceived, wherein the individual tries to find a way to resolve the contradiction to reduce their discomfort.

Kurt Lewin was a German-American psychologist, known as one of the modern pioneers of social, organizational, and applied psychology in the United States. During his professional career Lewin applied himself to three general topics: applied research, action research, and group communication.