This following research explores how instinctive processes can lead to a subjective understanding of concepts during dissonance reduction. It inquires how dissonance reduction can be viewed through an instinct-based lens with an interplay of biological self-deception theory and the role of the imagination. This dissertation proposes that concepts that conflict with an individual's fundamental belief system, as described in Leon Festinger's (1962) theory of cognitive dissonance, trigger an instinctive process that skews objective definitions of concepts into idiosyncratic, subjective depictions in the imagination as a form of self-deception. It proposes a resolution for these actions through the methodological approach of Carl Jung's (1997) active imagination presented through autoethnography analysis and theoretical support.

The theoretical framework is rooted in cognitive dissonance theory, specifically the theory that the cognitive overload caused by exposure to two opposing cognitions triggers the instinctive process of dissonance reduction. Through Robert Trivers's (2013) biological self-deception theory and David Shulman's (2012) contextualization of how ancient theorists studied the imagination in southern India I call attention to the importance of accessing the real imagination though the methodological approach of Jung's (1997) second stage of active imagination by using clay modeling. Further, I use the qualitative method of autoethnography, specifically through personal narrative, to illustrate the power of the senses of embodiment, and the action of active touch, which is enabled by clay modeling of a concept.

The driving force behind the research is a better understanding of how instinctive processes affect learning and acceptance of objective concept definitions. I apply the theoretical design to the concept of habitual smoking, and include personal examples in order to illustrate the use of the imagination to learn within the boundaries of clay modeling.