Cognitive Dissonance

Some interesting psychology stuff...also applicable everywhere else from technology to business.

Cognitive dissonance is an uncomfortable feeling caused by holding two contradictory ideas simultaneously. The "ideas" or "cognitions" in question may include attitudes and beliefs, and also the awareness of one's behavior. The theory of cognitive dissonance proposes that people have a motivational drive to reduce dissonance by changing their attitudes, beliefs, and behaviors, or by justifying or rationalizing their attitudes, beliefs, and behaviors.[1] Cognitive dissonance theory is one of the most influential and extensively studied theories in social psychology.

http://en.wikipedia.org/wiki/Cognitive_dissonance