This internal contradiction includes the mental conflict when your beliefs don't reflect your actions.

For example; craving fast food, but also wanting to feel healthy, or have the perception that you're someone who cares about fitness. 

Often people will address this by:

• Lying to themselves (i.e., opting to believe a lie, or excusing an action as "not that contradictory").
• Changing their behaviour (i.e., an animal-lover deciding to not eat meat).
• Adopting a new behaviour (i.e., going for a run to offset eating a cake).