1 An example of plain is using basic language to describe something. 2  An example of plain is unflavored yogurt. 3  An example of plain is a woman without make-up.
Cognitive Dissonance Definition. Cognitive dissonance occurs when tension arises between a person's attitudes or beliefs and a decision that contradicts those pre-existing modes of thinking. The psychological phenomenon also occurs when a person chooses between two equally attractive or equally unappealing options. According to the Business Dictionary's website, the most common example of cognitive dissonance in the business world is the occurrence of buyer's remorse..
Leon Festinger formulated the original theory of cognitive dis-. sonance in the mid-1950s, and the first formal and complete. presentation of the theory appeared in 1957. The theory was. presented in abstract termsand,consequently, it hasbeen used. to understand a variety of phenomena, as is shown below.