Cognitive dissonance theory posits that dissonance, which is experienced by the conflict between beliefs and actions, disturbs the psyche and that individuals attempt to avoid such disruptive incompatibility. Some individuals seek to avoid experiencing dissonance by discounting or ignoring views that contradict their own systems of belief. Individuals may also modify or adapt their beliefs to correspond to chosen actions or behaviors. Often, individuals seek reaffirmation of beliefs to assuage feelings of doubt or skepticism.
Communication accommodation theory studies how people adapt communication styles and behaviors to accord with an audience. Communications accommodation theorists posit that, generally, individuals want to accommodate others and so they modify their styles of speaking depending on who is listening. Persons do not have a singular communicative voice, but rather multiple voices, which are used in different settings and situations.
Divergence and convergence are concepts that express how changes or patterns in communication occur. Divergence occurs when a group diverges from the norm and uses communication practices to establish and affirm a separate identity (e.g. using a different language). Convergence occurs when individuals adopt "normal" methods of communication to be affirmed and accepted by society or the group. Divergence and convergence can occur simultaneously.
Groupthink is a concept that describes a phenomenon in closely knit groups. Groupthink occurs when individuals willingly withhold sharing unpopular or taboo ideas with others to protect membership and status in the group. The group exercises a kind of totalitarian control over all members, even though each member of the group is not served by such authoritarian collectivism.