“We have a strong need to be consistent in our views and behavior”
We have a strong need to be consistent in all areas of life — in our words, opinions, beliefs and behavior. Therefore, once we make a decision or perform an action, we are very likely to make all future behavior match this past behavior. Changing our viewpoints or behavior creates a fear of being perceived as a flip-flopper.

When there’s a mismatch between our belief and behavior we experience what Leon Festinger calls a ‘cognitive dissonance’. And we have a strong need to solve this dissonance. So when