dismantles the new behaviour to restore coherence.
Self-concept maintenance theory demonstrates that when behaviour conflicts with existing self-concept, the brain experiences cognitive dissonance and works to restore self-consistency — typically by abandoning the new behaviour rather than revising the identity. Swann, W.B. (1990). To be adored or to be known? In Higgins & Sorrentino (Eds.), Handbook of Motivation and Cognition. Guilford Press.
