In the case of a discrepancy between attitudes and behavior, it is most likely that the attitude will change to accommodate the behavior. Dissonance occurs most often in situations where an individual must choose between two incompatible beliefs or actions. The greatest dissonance is created when the two alternatives are equally attractive. Furthermore, attitude change is more likely in the direction of less incentive since this results in lower dissonance.
Dissonance theory applies to all situations involving attitude formation and change.
Dissonance exists between their beliefs that they have bought a good car and that a good car should be comfortable. The dissonance could also be eliminated by getting rid of the car, but this behavior is a lot harder to achieve than changing beliefs. Dissonance results when an individual must choose between attitudes and behaviors that are contradictory. Dissonance can be eliminated by reducing the importance of the conflicting beliefs, acquiring new beliefs that change the balance, or removing the conflicting attitude or behavior. A Theory of Cognitive Dissonance.