Sunk Cost fallacy from Lefty Friends
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I'm pretty sure someone had already proposed the concept of cognitive dissonance before the sixties.
Again, your friends are morons.
Yes, plenty of cults in the sixties.
But this is a repackaging of an idea that existed decades prior. And the core of it goes back to the history of humanity. Some people don't like to admit that they're wrong.
A leftoid stuffed shirt acting smug about regurgitating someone else's plagiarized idea? That is about as oh so typical as it's possible to be.
I'll just delete what I said because, upon looking this guy up to do more research, he didn't even do it in the 60s. His book was in 56 and was based on the mass surge of UFO cults instead and things like "automatic writing" involved with them. Another interesting and forgotten tidbit of American history there.
But the cognitive dissonance theory is vaguely useful from that point onward, even if it was basic knowledge prior, in terms of being able to recognize when people are engaging in thoughts and behaviors and dissect them to either dismantle or abuse them. Very useful for cult deprogramming later, and probably would be well known if the Left didn't need to keep that shit underwraps to control their Plantation.