Implicit Association Tests allow measurement of sub-conscious motivations


Cognitive dissonance is the uncomfortable feeling people get when their actions and beliefs are not consistent. This is a powerful motivator for people to change their beliefs or actions as people dislike the tension it makes. Create cognitive dissonance when you are faced with status quo bias as if you then offer a solution that resolves the cognitive dissonance people will often take it to remove the tension they are feeling.


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