a version of cognitive dissonance theory postulating that the existence of inconsistency, even in the absence of aversive consequences, is sufficient to produce cognitive dissonance. It further postulates that inconsistency is unpleasant because it is adaptive to have clear action tendencies (i.e., approach vs. avoidance tendencies) toward objects in the environment. See also new-look theory; self-consistency perspective; self-standards model. [proposed by U.S. psychologist Eddie Harmon-Jones]