Prechoice preference reversal as a result of threat to decision freedom.

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Abstract
Counterposes 2 theoretical explanations of regret: cognitive dissonance theory implies that regret is a manifestation of postdecision dissonance, and reactance theory with regret as a reaction to threatened freedom of choice. 90 male undergraduates gave continuous ratings of 8 consumer items during 15-min deliberation periods prior to choosing between 2 of the items designated by the E as choice alternatives. Some Ss were told that a choice of the initially less preferred alternative would necessitate their paying a fee to obtain it. From reactance theory the fee was conceptualized as a barrier to the S's freedom to choose that alternative, and it was expected that reassertion of freedom would produce a tendency toward preference reversal (regret). From dissonance theory the fee was conceptualized as a cognition consonant with a choice of the initially preferred alternative. Results favor reactance theory. (PsycINFO Database Record (c) 2016 APA, all rights reserved)

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