What concept explains why individuals may ignore information that contradicts their beliefs?

The correct answer is cognitive dissonance, which refers to the mental discomfort experienced when an individual holds two or more conflicting beliefs, values, or attitudes. This discomfort often leads people to disregard contradictory information in order to maintain their pre-existing beliefs. When faced with opposing views or data, individuals may rationalize or dismiss the information to alleviate the tension created by this conflict.

Understanding cognitive dissonance is crucial in public relations because it illustrates how audiences can be resistant to new information that challenges their established viewpoints. For instance, in communication strategies, practitioners can better tailor messages to align with the audience's pre-existing beliefs rather than attempting to confront them directly with opposing evidence.

In contrast, selective retention refers to the tendency of individuals to remember information that aligns with their beliefs and forget what challenges them, but it does not inherently address the discomfort of holding contradictory beliefs. The attitude framework provides insights into how attitudes are formed and changed but does not specifically explain the psychological discomfort that leads to ignoring conflicting information. Active behavior encompasses the decisions and actions taken by individuals but is too broad to specifically identify the phenomenon of ignoring contradictory information based on belief systems.