FEATURE
Creative Tension:
What is it and Why Does it Matter? By Dr. Joel Small and Dr. Edwin McDonald
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any of us are familiar with the
continue to smoke and experience psychological tension because a
concept of cognitive dissonance.
gap exists between their reality and their perceived ideal state. The
Described initially by Leon Festinger in
more they value becoming a non-smoker, the greater the degree of tension.
1957, the theory of cognitive dissonance proposes that humans seek psychological consistency between
There are several ways in which the gap between ideal and real
their current reality and their perceived ideal reality.
can be closed. But it has been our observation that those who are unable to close the ideal/reality gap continue to suffer psychological
When a gap exists between the two, psychological tension, or
tension until they finally either close the gap and become a non-
dissonance occurs. The more significance and value one attributes
smoker, rationalize why smoking is acceptable, or submit to a self-
to the perceived ideal state, the greater the tension and the more
limiting belief that they are just incapable of reaching the perceived
one seeks to relieve it.
ideal state. The consequences of adopting this self-limiting belief can be significant as one lives with constant frustration and loss of
For example, a smoker may well understand that smoking is unhealthy yet they may desire a healthy lifestyle. However, they
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self-esteem.
