The aim of this study was to examine and plot how cognitive dissonance is reduced outside of a laboratory. Data was collected with semi-structured interviews and analysed with thematic analysis. The analysis resulted in five themes. Four main themes: Blinders, to change a cognition and/or a behaviour, increased resilience by frequent exposure, support and one subtheme: Substitute.

The discussion concentrates on putting the themes in relation to the theory of cognitive dissonance formulated by Leon Festinger (1957) but also more recent research which have focused on how cognitive dissonance is reduced.