Cognitive dissonance is simply saying you believe or live by a certain set of standards, but you do things directly against that belief and it makes you uncomfortable or shamed.
A good example is when someone claims they are tolerant or inclusive but when you point out their actions are in direct opposition of that they lash out in anger at you. In reality they are shamed that they did not live up to their beliefs, but instead of being mad at themselves for their short comings they are mad at you for pointing it out.
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