What is Cognitive Dissonance Theory

During the last few decades, various theoretical developments have been carried out with a view to describing the characteristic and distinct behavioral process that lies under any adoption of technological services and products. These developments are based mainly on the Social Psychology approach. There are three extensive theories within the field of Social Psychology whose ultimate purpose has been to define the internal psychological factors that explain human behavior: the Expectancy-Value Theory, the Cognitive Dissonance Theory, and the Self-Perception Theory. While the Expectancy-Value Theory has been used widely in the research of adoption and usage of information systems, the other two theories have been less recognized.