EconPapers    
Economics at your fingertips  
 

How Prevalent is Post-Decision Dissonance? Some Doubts and New Evidence

Steinar Holden ()

No 18/2009, Memorandum from Oslo University, Department of Economics

Abstract: Recent research is exploring the case for cognitive or post-decision dissonance using the free-choice paradigm of Brehm (1956). Participants are repeatedly faced with a choice between items that they have given the same rating of liking, two items at a time, and it is found that items not chosen in one choice has a lower tendency of being chosen in a subsequent choice against a different alternative item. This tendency is interpreted as evidence for cognitive or post-decision dissonance. I argue that this interpretation of the evidence is invalid. Furthermore, I report a novel experiment in which participants were specifically asked to compare the items, allowing for a consistent interpretation of the evidence. I find no evidence of post-decision dissonance after a choice between items where one was viewed as more attractive than the other, but potentially some weak evidence of post-decision dissonance after a choice between items viewed as equally attractive.

Keywords: post-decision dissonance; cognitive dissonance; preferences (search for similar items in EconPapers)
JEL-codes: D03 (search for similar items in EconPapers)
Pages: 8 pages
Date: 2009-08-30
New Economics Papers: this item is included in nep-cbe, nep-exp and nep-hpe
References: View references in EconPapers View complete reference list from CitEc
Citations: Track citations by RSS feed

Downloads: (external link)
https://www.sv.uio.no/econ/english/research/unpubl ... 009/Memo-18-2009.pdf (application/pdf)

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:hhs:osloec:2009_018

Access Statistics for this paper

More papers in Memorandum from Oslo University, Department of Economics Department of Economics, University of Oslo, P.O Box 1095 Blindern, N-0317 Oslo, Norway. Contact information at EDIRC.
Bibliographic data for series maintained by Mari Strønstad Øverås ().

 
Page updated 2020-05-27
Handle: RePEc:hhs:osloec:2009_018