1 An example of plain is using basic language to describe something. 2  An example of plain is unflavored yogurt. 3  An example of plain is a woman without make-up.
Cognitive Dissonance Definition. Cognitive dissonance occurs when tension arises between a person's attitudes or beliefs and a decision that contradicts those pre-existing modes of thinking. The psychological phenomenon also occurs when a person chooses between two equally attractive or equally unappealing options. According to the Business Dictionary's website, the most common example of cognitive dissonance in the business world is the occurrence of buyer's remorse..
In other words, Festinger said, humans have a tendency to rationalize their actions to alleviate cognitive dissonance. Let's look closer at Festinger's theory and his classic study that showed the process of cognitive dissonance and the three ways that a person can alleviate the discomfort of it.