the process by which a person reduces the uncomfortable psychological state that results from inconsistency among elements of a cognitive system (see cognitive dissonance). Dissonance can be reduced by making one or more inconsistent elements consistent with other elements in the system, by decreasing the perceived importance of an inconsistent element, or by adding new consistent elements to the system. Finally, self-affirmation theory postulates that merely affirming some valued aspect of the self, even if it is not directly relevant to the inconsistency, can reduce dissonance. See also bolstering of an attitude; forced compliance effect.