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1) The existence of dissonance, being psychologically uncomfortable, will motivate the person to try to reduce the dissonance and achieve consonance. 2) When dissonance is present, in addition to trying to reduce it, the person will actively avoid situations and information which would likely increase the dissonance (Festinger 1957, p. 3).
If people have too much external justification for their actions, cognitive dissonance does not occur, and thus, attitude change is unlikely to occur. On the other hand, when people cannot find external justification for their behavior, they must attempt to find internal justification—they reduce dissonance by changing their attitudes or behaviors.
Buyer's remorse is an example of post-decision dissonance, where a person is stressed by a made decision and seeks to decrease their discomfort. [2] The buyer may change their behavior, their feelings, their knowledge about the world (what they thought the purchased item would be like), or even their knowledge of themselves. [ 3 ]
Unforeseen circumstances for example, in this case, could be financial losses which led to not buying of the product. [12] Post Purchase Behavior – after the purchase, the consumer may experience post-purchase dissonance feeling that buying another product would have been better.
Insufficient justification and insufficient punishment are broad terms. They encompass ideas ranging from operant conditioning and behavior psychology to cognitive dissonance and intrinsic desires/motivation. Insufficient justification and insufficient punishment can be described as simple extensions of how and why humans behave the ways that ...
The theory of cognitive dissonance proposes that people have a motivational drive to reduce dissonance. Choice-supportive bias is potentially related to the aspect of cognitive dissonance explored by Jack Brehm (1956) as postdecisional dissonance. Within the context of cognitive dissonance, choice-supportive bias would be seen as reducing the ...
Image credits: Cubbby It does not take a genius to realize that the customer is most definitely not always right. Broadly speaking, this concept was more often used as advice for the folks ...
Cognitive dissonance theory explains changes in people's attitudes or beliefs as the result of an attempt to reduce a dissonance (discrepancy) between contradicting ideas or cognitions. In the case of effort justification, there is a dissonance between the amount of effort exerted into achieving a goal or completing a task (high effort ...