This paper critically analyses the major theoretical and empirical body of knowledge of the various schools of thought of cognitive consistency with a view of proffering a tripartite approach (involving the consumers, the organizations and the government) to solving inconsistency among cognitive elements (e.g., values, beliefs, knowledge and attitudes). The Heider’s balance theory, Osgood’s congruity model and Festinger’s cognitive dissonance theory were specifically looked into and assessed in terms of their real world application and/or empirical fertility. Each of these theorists emphasizes psychological tension and the urge to achieving consistency within and between the cognitive system and overt/covert behaviour.
Keywords: Cognitive Theories, Consumers, Government, Organizations
