Author: Brendan Cooney

Director of Behavioral Science, Sentient Decision Science

From Sweet to Sour: Cognitive and Post Decision Dissonance

Some choices are hard to make, especially when the options we are faced with are nearly equivalent. Nevertheless we manage to make decisions every day and, buyer’s remorse notwithstanding, we frequently feel satisfied with our choices. And those previously attractive alternatives? Well, we tell ourselves, they were somehow lacking anyway. But have we arrived at that conclusion through rational consideration of each alternative’s objective value, or do we subjectively—and retroactively—adjust the value we place on rejected options in order to feel better about the choice we made?

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