Final answer:
Cognitive dissonance refers to the psychological discomfort experienced when there is a conflict between one's behaviors, attitudes, or beliefs and their self-image.
Step-by-step explanation:
The discomfort that a person feels when attitude and behavior are inconsistent is called cognitive dissonance. Cognitive dissonance is a psychological discomfort that arises from a conflict in a person's behaviors, attitudes, or beliefs that runs counter to one's positive self-perception. This concept was defined by psychologist Leon Festinger in 1957, and it refers to the strain we experience when we have two conflicting thoughts or beliefs, or when our behaviors do not align with our attitudes. An example of this would be if someone believes that smoking is harmful to their health, yet they continue to smoke, leading to a conflict between their belief and their actual behavior.