We feel guilty when we hold up something we’ve done or failed to do against our values and find they don’t match up. It’s a psychologically uncomfortable feeling, but one that’s helpful. The discomfort of cognitive dissonance is what drives meaningful change.

why do we frequently behave in ways that are not in our self-interest?

Cognitive dissonance is often considered a failure of the human psyche. In fact, it is a vital asset. Had people been unable to hold contradictory beliefs and values, it would probably have been impossible to establish and maintain any human culture.