Final answer:
The term cognitive dissonance describes the psychological discomfort arising from conflicting behaviors, attitudes, or beliefs that challenge a person's self-perception, often studied within the context of collectivist cultures, companionate love, and experimental settings.
Step-by-step explanation:
The contrasting behavior described in the question is best termed as cognitive dissonance. This psychological phenomenon occurs when there is a conflict between a person's behaviors, attitudes, or beliefs that does not align with their positive self-image. An example can be seen in a collectivist culture where an individual may experience cognitive dissonance if their personal beliefs contradict the expectations or norms of their community. Additionally, cognitive dissonance can play a role in relationships, influencing the dynamics of companionate love when personal feelings clash with the commitment towards a friend or family member. In research settings, confederates might induce such dissonant feelings to study conformity or related behaviors.