Final answer:
Recognizing the importance of cognitive dissonance is key to understanding why consistency is such a powerful motive. It illustrates how the natural human desire for consistent beliefs and attitudes, and the need to resolve psychological discomfort when inconsistencies arise, can drive behavior. The correct option is D.
Step-by-step explanation:
To understand why consistency is such a powerful motive, we need to recognize the importance of cognitive dissonance. Cognitive dissonance is the tension that arises within individuals when they experience conflicting thoughts, beliefs, or attitudes, which can threaten their self-image.
There is a natural human tendency to seek consistency in their beliefs and actions, and when inconsistencies arise, it leads to psychological discomfort.
Cognitive dissonance can be resolved in various ways, such as changing one's attitudes, actions, or beliefs to align with each other, or adding new cognitions that help reconcile the contradictions. This motivation for consistency can be a powerful influence on behavior, leading to changes even when faced with strong external incentives or social pressures.
For instance, studies have shown that receiving external rewards for a task can sometimes diminish intrinsic motivation if the reward was expected. However, if the reward is unexpected, intrinsic motivation can remain unaffected. Other research also points out that dissonance can not only cause psychological discomfort but also physiological arousal, further underlining its powerful influence on our behavior.