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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]
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 ...
The creation and establishment of psychological consistency allows the person affected with cognitive dissonance to lessen mental stress by actions that reduce the magnitude of the dissonance, realized either by changing with or by justifying against or by being indifferent to the existential contradiction that is inducing the mental stress. [14]
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.
In this situation, cognitive dissonance results when there is a mental difference between the choice made and the choice that should have been made. More choices lead to more cognitive dissonance because it increases the chance that the decision-maker made the wrong decision.
Greater likelihood of recalling recent, nearby, or otherwise immediately available examples, and the imputation of importance to those examples over others. Bizarreness effect: Bizarre material is better remembered than common material. Boundary extension: Remembering the background of an image as being larger or more expansive than the ...
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The theory of insufficient justification formally states that when extrinsic motivation is low, people are motivated to reduce cognitive dissonance by generating an intrinsic motivation to explain their behavior, and similarly more likely to decline a desired activity when presented with a mild threat versus a more serious threat. Insufficient ...