As predicted by cognitive dissonance theory, people choosing between desirable products subsequently rated the chosen product as more desirable and the unchosen as less desirable. They had also greater retention of written material about the chosen alternative; though this trend was not statistically significant.
Get full access to this article
View all access options for this article.
References
1.
JackW. Brehm, “Post-decision Changes in the Desirability of Alternatives,”Journal of Abnormal and Social Psychology, 62 (July 1956), 384–9.
2.
JackW. Brehm, and CohenArthur R., Explorations in Cognitive Dissonance, New York: John Wiley & Sons, Inc.1962.
3.
Natalia, and ChapanisAlphonse, “Cognitive Dissonance: Five Years Later,”Psychological Bulletin, 61 (January 1964), 1–22.
4.
FestingerLeon, A Theory of Cognitive Dissonance, Evans-ton, Ill.: Row-Peterson, 1957.
5.
ThorndikeE. L., and LorgeIrving, The Teacher's Wordbook of 30,000 Words, New York: Bureau of Publications, Columbia University, 1944.
