Participants were divided into 2 groups: one group was informed that they qualified for a medical screening that involved physical discomfort, while the other group was told they were not eligible for this screening.
Those qualified for the screening developed more negative attitudes toward it, allowing them to reconcile their conflicting beliefs (screening hurts vs screening is important) and justify their decision to not get screened.
When our beliefs contradict each other or conflict with our actions, we experience cognitive discomfort. To ease this internal tension, we tend to adjust our thoughts or behaviors.
See the full study here :
Ent, M. & Gerend, M. (2016). Cognitive dissonance and attitudes toward unpleasant medical screenings. Journal of Health Psychology, 21(9), 2075-2084. https://doi.org/10.1177/1359105315570986
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