Postdecision changes in the desirability of alternatives.
- 1 May 1956
- journal article
- research article
- Published by American Psychological Association (APA) in The Journal of Abnormal and Social Psychology
- Vol. 52 (3) , 384-389
- https://doi.org/10.1037/h0041006
Abstract
Female Ss were asked to rate each of eight articles on desirability, choose between two of them and rate each of the articles again. In addition, some Ss were exposed to a mixture of good and bad information about the choice alternatives after the choice was made. The results support a prediction that choosing between alternatives would create dissonance and attempts to reduce it by making the chosen alternative more desirable and the unchosen alternative less desirable. A second prediction, that dissonance and consequent attempts to reduce it would be greater, the more closely the alternatives approached equality, also received support.Keywords
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