Cognitive Dissonance & Relative Deprivation

Explain the concept of cognitive dissonance, giving examples of when this phenomen is likely to occur. Why do people in general try to reduce cognitive dissonance? Give examples.
How might retailers try to reduce a consumer's cognitive dissonance? And how might work be responsible for high levels of dissonance?
Explain the phenomenom of relative deprivation. Does it explain the high levels of dissatisfaction, depression and deviance in our society? Why does Oliver James call Britain "a low serotonin society"?
Chapter I
Cognitive Dissonance describes a disharmonised mental state in w…