The concept of 'cognitive dissonance' refers to the mental discomfort experienced when an individual holds conflicting beliefs or attitudes. Consider the following paragraph discussing this phenomenon:

'When faced with a choice, individuals may find themselves grappling with contrasting thoughts. For instance, a person who values fitness but frequently indulges in unhealthy foods may experience cognitive dissonance. This internal struggle can lead to feelings of unease and may provoke a desire to reconcile the conflict, often by altering one’s beliefs or behaviors. Understanding the dynamics of this dissonance can provide insights into consumer behavior and decision-making processes.'

In this context, the phrase 'grappling with contrasting thoughts' most closely means: