Current perspectives on this issue include the free-choice paradigm and the belief-disconfirmation paradigm, while alternative explanations include self-perception and the self-consistency theories.  
The first research studies on this subject were conducted by Leon Festinger in 1957.  Quantitative measurement is possible by calculating its eponymous ratio.  Current perspectives on this issue include the free-choice paradigm and the belief-disconfirmation paradigm, while alternative explanations include self-perception and the self-consistency theories.  It postulates that pairs of ideas can conflict, motivating the person to reduce this conflict and to avoid information that reinforces this conflict.  FTP, name this psychology idea that describes the condition of turmoil or anxiety that results from inconsistency between one's beliefs and one's actions.
The first research studies on this subject were conducted by Leon Festinger in 1957.  
cognitive dissonance