Here are academic theories about how we handle discomfort.

* Cognitive Dissonance: we try to reduce the discomfort of dissonance.

* Actor-Observer Difference: others' behavior caused by disposition, ours by situation.

* Confirmation Bias: we seek confirmation that we made a good decision.

* Disconfirmation bias: Agreeing with what supports beliefs and vice versa.

* Escape Theory: We seek to escape uncomfortable realities.

* External Justification: we blame our failures on external things.

* Hindsight Bias: we pretend we knew everything all along.

* Insufficient Punishment: we devalue forbidden activity to reduce dissonance.

* Informational Social Influence: when we are uncertain we copy others.

* Ironic Reversal: we cannot avoid thinking about things we want to avoid thinking about.

* Minimal Justification Principle: we justify what can't be explained rationally.

* Overjustification Effect: we attribute too externally for some events.

* Positivity Effect: we attribute disposition to good things about ourselves.

* Post-Decision Dissonance: after a decision we think it was a good one.

* Prospect Theory: we value certain gains and try to avoid certain losses.

* Regret Theory: we consider and try to avoid future regret.

* Risk Preference: we seek risks around losses and avoid risks around gains.

* Selective Exposure: we avoid what will cause dissonance about a decision.

* Self-Discrepancy Theory: we need beliefs to be consistent.

* Self-Serving Bias: we take credit for success and deny failure.

* Social-Role Theory: men and women fall into expected roles.