Win Bigly: Persuasion in a World Where Facts Don't Matter

by Scott Adams

Humans think they are rational, and they think they understand their reality. But they are wrong on both counts.

Key point for chapter. No one is rational

Rational only for trivial matters. Not rational for stuff that matters.

In psychology, cognitive dissonance is the mental stress or discomfort experienced by an individual who holds two or more contradictory beliefs, ideas, or values at the same time; performs an action that is contradictory to their beliefs, ideas, or

values; or is confronted by new information that conflicts with existing beliefs, ideas, or values.

The most common trigger for cognitive dissonance is when a person’s self-image doesn’t fit their observations.