5 Everyday Examples of Cognitive Dissonance

Why Our Brains Tell Two Different Stories—and We Still Believe Both

Ever told yourself you’ll start eating healthy on Monday while polishing off a tub of ice cream on Sunday night?

That's not hypocrisy. That’s cognitive dissonance.

It’s one of the most powerful, uncomfortable, and strangely human experiences we go through, almost every day.

At Octet, we spend a lot of time studying behavior, not the idealized version in user personas, but the messy, conflicting, beautifully irrational behavior that makes people so complex and interesting to design.

Cognitive dissonance isn’t just some psychology theory tucked away in academic papers. It’s what drives your guilt after a splurge, your need to justify a bad hire, or why you argue with a friend knowing you might be wrong.

Let’s dig into cognitive dissonance and how it shows up in your everyday life.

First, What Exactly Is Cognitive Dissonance?

Cognitive dissonance is the mental discomfort you feel when your actions, values, or beliefs conflict.

It’s that uncomfortable “ugh” moment when you realize:

• What you’re doing contradicts what you believe.

• Or, what you justified no longer holds up.
  
  

Since we hate being mentally uncomfortable, we try to reduce the dissonance by rationalizing, avoiding the truth, or shifting our perspective.

Now let’s bring it closer to home. Here are five relatable, real-life situations where cognitive dissonance kicks in—and what they reveal about our minds.

1. The “I Care About the Planet” Shopper

You believe in sustainable living. You read about climate change. You support zero-waste initiatives.

But one day, you’re exhausted and order fast fashion online—overnight delivery, plastic packaging, the works.

What’s the dissonance?
Your belief in sustainability clashes with your action of supporting an industry you know is harmful.

What do we do next?

• We might downplay the harm: “It’s just one order.”

• Or blame circumstance: “I needed this for an event.”

• Or distract ourselves: “I donated to a green cause last month.”

Instead of facing the discomfort of inconsistency, we mentally “patch” it.

Why it matters in design:
People often want to act ethically—but convenience wins. Good product design finds ways to reduce this friction, making the right action the easy one.

2. The Overworked Founder Who Preaches Work-Life Balance

You believe in healthy boundaries. You’ve spoken at panels about burnout. You’ve told your team to log off at 6 p.m.

But you reply to emails at midnight, skip vacations, and secretly wear your “always-on” work ethic like a badge of honor.

What’s the dissonance?
You publicly value balance but privately behave in contradiction to it.

How do we cope?

• “I’m just in a busy season.”

• “This startup is my baby—it’s different.”

• “Others are relying on me.”

These are valid thoughts, but they can also be signs that we’re justifying internal conflict rather than resolving it.

Why it matters in leadership:
Team culture is shaped more by modeled behavior than by motivational slides. Leaders who understand their dissonance become more authentic and relatable.

3. The Health-Conscious Smoker

You care deeply about health. You track your steps, watch what you eat, and meditate. But you also smoke occasionally—“just socially.”

What’s the dissonance?
You want to live long and stay healthy, yet engage in a behavior you know increases risk.

Cognitive tricks we use:

• “I only do it once in a while.”

• “I need it for stress, so it’s helping.”

• “Everything causes cancer anyway.”

The brain wants to keep both the identity (“I’m health conscious”) and the habit, so it builds a story in which they can coexist—even if illogically.

Why it matters in healthcare UX:
People don’t always need more information. They need space to reconcile identity with action, and that’s where real behavioral change starts.

4. The “I Hate My Job But I Can’t Leave” Loop

You believe in personal growth, meaningful work, and doing what you love. But you’ve been at a job you resent for years.

The dissonance:
Your belief in living with purpose conflicts with staying in a situation that drains you.

How do we deal?

• “The pay is good—it’s just not the right time.”

• “Everyone hates their job—it’s normal.”

• “I’m lucky to have stability.”

Sometimes these are valid practical concerns. But often, we delay change to avoid facing the fear of uncertainty, and soothe ourselves with narratives of rationalization.

Why it matters in life design:
Helping people make bold decisions isn’t just about motivation—it’s about acknowledging the quiet mental tug-of-war that holds them back.

5. The “I Support Mental Health—But Not for Me” Paradox

You advocate for mental health. You share quotes, recommend therapy, and support friends through tough times.

But when you feel anxious or overwhelmed, you hide it. You tell yourself to “push through” or “not make a fuss.”

The dissonance:
You believe in compassion and support for others, but deny yourself the same care.

Coping patterns:

• “I should be able to handle this on my own.”

• “Others have it worse.”

• “Therapy is for people with real issues.”
  
  

This is one of the most common forms of dissonance, especially among caregivers, founders, and high performers. It leads to burnout faster than any task list ever will.

Why it matters in community design:
People need reminders that self-care isn’t selfish. Building environments where emotional honesty is safe and normalized helps reduce this gap.

What do These Examples Show Us?

Cognitive dissonance isn’t about being fake. It’s about being human.

It reveals the tension between:

• Who we want to be and how we behave

• What we value and what we tolerate

• The story we tell the world and the one we tell ourselves

And while the instinct is to avoid discomfort, that discomfort is often a signal. It tells us:

• Something doesn’t align.

• Something wants to shift.

• Something is worth reflecting on.

At Octet, This Is Why We Study Behavior

Design isn’t just about solving problems. It’s about understanding the psychology behind why those problems exist in the first place.

Cognitive dissonance is a hidden force behind:

• Product drop-offs

• Inconsistent user behavior

• Decision paralysis

• Identity friction

We create better flows, better communication, and more honest digital experiences when we account for it.