Also See Theme Zoom's highly recommended book for Neuromarketers When Prophecy Fails, by Leon Festinger.
Leon Festinger (pronounced Feh-sting-er) (New York City, May 8, 1919 – New York City, February 11, 1989), was an American social psychologist, responsible for the development of the Theory of Cognitive dissonance Social Comparison Theory, and the discovery of the role of propinquity in the formation of social ties as well as other contributions to the study of social networks.
Festinger is perhaps best known for the Theory of Cognitive Dissonance, which suggests that inconsistency among beliefs or behaviors will cause an uncomfortable psychological tension. This will lead people to change their beliefs to fit their actual behavior, rather than the other way around, as popular wisdom may suggest.
Festinger was also responsible for Social Comparison Theory, which examines how people evaluate their own opinions and desires by comparing themselves with others, and how groups exert pressures on individuals to conform with group norms and goals.
Videos feature Dr. Leon Festinger: