After we have made a decision, we will feel dissonance regarding the possibility of it being wrong.
Post decision dissonance is defined as a feeling of uncertainty or anxiety on whether a decision that was made was correct. Apple or samsung chevy or ford everyday we make dozens of choices, often times between two almost equivalent options but after we make our choices, we’ll. Cognitive dissonance theory is pretty sexy (giuliano 2010) so basically this theory states that we feel some discomfort when our actions do not represent our attitudes (festinger 1957. The rapid and successful diffusion of the theory of cognitive dissonance (4,10,11) in many areas of social sciences including marketing can be attributed to its simplicity and potential for.
Cognitive dissonance is buyer discomfort caused by post-purchase conflict resulting from marketing 101: post-purchase behavior march (2. In the field of psychology, cognitive dissonance is the mental discomfort in the study post-decision changes in desirability of alternatives.
Humans need to feel confident in our decisions, often by justifying our choices as well as rationalizing our rejections cue post decision dissonance.
Cognitive dissonance theory predicts that the dissonance will be related to (1) the net desirability of the chosen and unchosen options and (2) the importance of the.