Final answer:
Roy's belief that cigarettes are harmful, while working for a cigarette company, exemplifies cognitive dissonance, a psychological discomfort arising from conflicting beliefs and behaviors that challenge one's self-image.
Step-by-step explanation:
Roy is experiencing a psychological phenomenon known as cognitive dissonance, which is defined as the psychological discomfort that arises from a conflict in a person's behaviors, attitudes, or beliefs that runs counter to one's positive self-perception. Cognitive dissonance occurs because it disrupts our need for consistency in our beliefs and behaviors. In Roy's case, he holds the belief that cigarettes are dangerous and can cause death, yet he is a top executive at a cigarette company, possibly contributing to the proliferation of a product he believes is harmful. This inconsistency between Roy's beliefs and his professional role is what causes cognitive dissonance.
To reconcile this discomfort, a person may change their behavior, rationalize the dissonance, or adopt new cognitions. For example, Roy might seek to change his behavior by leaving his job, rationalize the discrepancy by believing that his company's cigarettes are somehow less harmful, or he might add a new cognition such as the belief that his efforts contribute to the economy or provide consumers with free choice.
This conflict is particularly relevant when considering the history of tobacco and the industry's strong resistance to acknowledging the health risks associated with smoking. Despite the mounting evidence of health risks and the significant cultural stigmas, the tobacco industry has historically deployed aggressive marketing strategies to counteract these beliefs and maintain profitability.