In search of justification lost
Posted by Pilar
When we have come to a decision, any second thoughts, however well-founded, are not welcome. As a result, we amass all the reasons we can think of in order to plough ahead regardless. Festinger coined the phrase “cognitive dissonance” to describe this phenomenon. Cognitive dissonance is the avoidance of keeping in our heads two concepts which are contradictory, such as “smoking is bad for me” and “I like smoking”, or “I never vote for left-leaning political parties” and “I think the centre-left party has a more coherent programme”. This mental duality creates an inner conflict and, as we tend to avoid uncertainty or pain, we strive to eliminate contradictory thoughts with arguments of all stripes. Moreover, we are very good at finding a whole kaleidoscope of pseudo-arguments to choose from. To take the examples above, we might say to ourselves: “it’s not scientifically proven that smoking causes lung cancer” or “political parties never carry out their programmes”.
Our capacity for self-deception in order to justify ourselves can be observed in all areas of life. To take a work-related example, we might say, “When I presented the plan, people were too tired to pay attention”, when the fact of the matter is that the presentation was crushingly boring. Or again, this time in the realm of personal relationships, we could say, “I don’t care about what he said to me” when in reality you were very affected by his words. Unfortunately, cognitive dissonance can also undermine the very fabric of our lives: just think of the multitude of people who do not dare to question their own lives because doing so might imply taking potentially traumatic decisions, such as splitting up with their partner or radically changing their career path. The first step to avoiding cognitive dissonance is to be aware of its existence; we then need to take decisions based on a realistic appraisal of the situation and of our abilities.
We all have a tendency to deny reality because we want to avoid taking decisions which in the short term will prove to be painful. In addition, our brain is delighted to provide us with all sorts of reasons to avoid suffering, and to furnish us with a blinkered view of reality and a selective memory in order to avoid any kind of self-doubt. However, our need for a false sense of security makes us slaves to ourselves.

We all know that love and sex sell. You’ve only got to take a look at the rankings of the most visited web sites in the world: sexual contacts, products with the most outlandish claims and pornography. In Spain, for example, it’s estimated that a million people buy sex-related products every day. If sex is one of the oldest businesses in the world, it’s probably because it’s coded into some part of our genes. According to biologists, even the smallest amoeba in the world has two basic needs: survival and reproduction. It’s not surprising then that we, as far more complex beings, seek to satisfy such a basic need in more sophisticated ways. Money is without doubt one of the strategies we resort to in order to fulfil this need. It’s popularly assumed that the richer the person, the more success he (or she) has with the opposite sex. However, researchers have debunked this theory. After studying more than 16,000 people, the British economist 









