How Could You Believe That?

Have you ever caught yourself thinking, how can anyone possibly believe that?

Chances are you have had that thought recently, whether about conspiracy theories, climate change denial, or extreme political claims. One explanation lies in cognitive dissonance. Most of us want our beliefs, attitudes, and actions to feel aligned. When new information threatens that balance, it creates discomfort. To protect ourselves, we often dismiss, question, or ignore the information and instead hold on to whatever preserves our identity.

But cognitive dissonance does not only entrench harmful views. Sometimes it pushes people toward positive change. Imagine someone who dislikes the idea of recycling but is required by their city to separate their waste. Over time, the repeated act of recycling may shift how they see themselves. They begin to think of themselves as someone who values sustainability because their behavior has been consistent with that identity.

The lesson here is that while cognitive dissonance can entrench harmful views, it can also be a pathway to growth. When behaviors shift first, beliefs often follow. This gives us a clue on how to encourage change, which is to focus on small actions that people can repeat, which in time may reshape how they see themselves.