분야
pptxAB LITT
ZAKARY L. TORMALA
How do consumers react to difficult decisions between similarly appealing options?
- People often become more positive in their attitudes and behaviors toward
their chosen option after choosing it. It stems from the motivated reduction of
dissonance aroused by having to make a difficult choice between similar options.
Dissonance-driven attitude change should be resilient . And attitudes become more extreme in positivity.
Attacks encountered after the decision may thereby easily unravel the inflated level of postchoice positivity.
1.Introduction
2.Theoretical Background
The Free Choice Paradigm
One-Sided Thinking and Attitude Certainty
1
2
motivate
nonmotivational
People are motivated to reduce dissonance in proportion to its magnitude, both to relieve discomfort and to facilitate clear and decisive action.
1.Difficult free choice decisions, more so than easy ones, induce individuals to infer their own preferences from the choice they have made.
2.More diagnostic preference information is revealed to oneself by a choice between two similar options than by a choice where one option clearly dominates.
2.1 The Free Choice Paradigm
2.1 The Free Choice Paradigm
Our hypothesized fragile enhancement effect fits more with a motivated dissonance reduction view of the free choice results.
Extreme positive reactions following difficult choices will be more vulnerable to attack than more moderate positive reactions following easy choices.
