Cognitive dissonance is the psychological theory that can best be used to describe Julie’s dilemma. Cognitive dissonance is a theory that describes how an individual’s belief interacts with each other, their resistance to new beliefs and the dynamics that are involved in order for one to change their beliefs (Séré de Lanauze & Siadou-Martin, 2019) . Julie wants to get in shape and has committed to running by getting herself new shoes, running shorts and performance tops. However, her habit of smoking cigarettes is in the way of her new year’s resolution. Julie’s habit is based on inconsistencies in her attitude and behavior as she must give up smoking in order for her to start running and get in shape (Levy, Harmon-Jones & Harmon-Jones, 2018) . For Julie to get in shape, she needs to choose between smoking and running which are two equally attractive alternatives.
There is an agreement between the two beliefs that Julie holds in that she wants to start running in order to get in shape, and she wants to also keep on smoking (Staats & Staats, 1958) . For Julie to eliminate the dissonance, she should start by looking at the risks to smoking such as increased risks of cancer, respiratory and cardiovascular diseases which will help in reducing the importance of the dissonant belief (Séré de Lanauze & Siadou-Martin, 2019) . Julie should then focus on the numerous health benefits of running and jogging such as increased improvements in cardiovascular fitness, the maintenance of healthy body weight, and the strengthening of body muscles which will add more consonant to her belief of getting in shape.
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As per the cognitive dissonance theory, it will be possible for Julie to change her attitude (Levy, Harmon-Jones & Harmon-Jones, 2018) . This can be achieved by eliminating the dissonance in Julie’s conflicting beliefs by acquiring new ones that will be responsible for eradicating the conflicting behavior.
References
Levy, N., Harmon-Jones, C., & Harmon-Jones, E. (2018). Dissonance and discomfort: Does a simple cognitive inconsistency evoke a negative affective state? Motivation Science , 4 (2), 95-108. doi: 10.1037/mot0000079
Staats, A., & Staats, C. (1958). Attitudes established by classical conditioning. The Journal of Abnormal and Social Psychology , 57 (1), 37-40. doi: 10.1037/h0042782
Séré de Lanauze, G., & Siadou-Martin, B. (2019). Dissonant cognitions: from psychological discomfort to motivation to change. Journal of Consumer Marketing , 36 (5), 565-581. doi: 10.1108/jcm-07-2017-2279
