After the event failed to occur, researchers witnessed group members struggling to hold two beliefs at once: their belief in the prophecy of a cataclysm, and their belief in their eyes and ears, which saw and heard no sign of saucer or flood. The researchers coined this psychological struggle cognitive dissonance. To relieve the tension of this dissonance, some members chose reality and left the group. But many instead relieved dissonance by digging in their heels—by rationalizing reality until it supported prophecy. They readily accepted Martin’s claim that the group’s steadfastness had
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