A tendency to achieve consistency in evidence. In a situation where multiple cognitions are psychologically inconsistent, one tends to alter the cognitions to make them more consonant with each other. Because people feel uncomfortable to hold contradictory evidences, the process of achieving compatibility in cognitions can be biased as one strives to reduce the psychological pain. When presented with conflicting information on a company’s financial integrity, investors tend to have a set view for one side when the conclusion should not be made due to differing possibilities.
Case in point: When cult leaders realized that the flood they were expecting did not occur, they immediately reinterpreted the evasion of mass destruction with the success of their prayers.