An important application of cognitive dissonance theory is research on attitude change. The basic assumption of cognitive dissonance theory is that people are motivated to reduce inconsistent cognitions.
Cognition refers to any kind of knowledge or opinion about oneself or the world.
Two cognitions can be either relevant or irrelevant. Dissonant cognitions produce an aversive state which the individual will try to reduce by changing one or both of the cognitions. The other way to reduce cognitive dissonance is to change existing cognitions. If new cognitions cannot be added or the existing ones changed, behaviors that have cognitive consequences favoring consonance will be recruited. Seeking new information is an example of such behavior.