Post-decision dissonance refers to the psychological discomfort or inner conflict that individuals may experience after they have decided between multiple alternatives. This concept is often associated with major life decisions, such as choosing a career, buying a car, or accepting a job offer. When people are faced with making such impactful choices, they often weigh the pros and cons of each option, hoping to make the best decision. However, even in the face of clear information and logical reasoning, individuals may still experience a sense of mental discomfort after making a choice. This feeling of unease arises from the realization that other options may have had some potential benefits and advantages that were not initially considered.
The psychology of post-decision dissonance
Post-Decision dissonance is primarily a result of cognitive dissonance, a psychological state where an individual holds two or more conflicting beliefs, attitudes, or values. When these conflicting elements are activated simultaneously, it leads to mental discomfort, often referred to as dissonance. People may attempt to reduce this discomfort by altering their beliefs or actions to bring them into alignment with each other.
To alleviate post-decision dissonance, individuals may engage in various cognitive maneuvers such as altering their attitudes, beliefs, or behaviors to be consistent with their actions or to reduce the inconsistency between their beliefs and their behaviors. For example, if someone decides to purchase a car, they may second-guess their decision-making skills and convince themselves that the choice was the best available, despite having doubts about the specifics of the car. This process can help reduce feelings of regret and certainty about their decision.
Example: The decision to buy a car
Let's consider an example of post-decision dissonance in the context of buying a car. John is a young professional who has been researching various car models for several months. He has considered multiple options and has chosen Model A as the best fit for his needs and budget. Despite his positive assessment of Model A, John begins to have doubts when he sees a more expensive model that appears to have similar features to Model A. He starts second-guessing his choice and becomes increasingly convinced that Model B may have been a better option. This feeling of internal conflict and dissatisfaction is a clear example of post-decision dissonance.
causes of post-decision dissonance
Post-decision dissonance can arise from a variety of factors, including inadequate information, high stakes, irreversible decisions, emotional attachment, decision relevance, and alternatives' attractiveness.
Inadequate information: If a decision is made based on insufficient information, individuals may experience post-decision dissonance as they may doubt the validity of their choice if they think additional facts would have helped.
High stakes: The more significant the consequences of a decision are, the greater likelihood of post-decisional discomfort, as seen in the example of Bariatric surgery.
Irreversibility: The inability to reverse a decision increases post-decision dissonance since its effects become permanent, and any mistakes cannot be undone.
Emotional attachment: emotionally invested individuals become more sensitive to decisions about their bond with someone or something than those without emotional attachment.
Decision relevance: Decisions directly related to personal identity due to being matters of importance in defining oneself may lead to increased levels of post-decisional distress than less personally important choices.
Alternatives' attractiveness: If other options seem appealing enough, people may begin to factor in considerations they previously ignored when making their initial choice, creating confusion about whether they made the best decision possible.
consequences of post-decision dissonance
Post-decision dissonance can have a range of consequences, including increased stress and anxiety, decreased confidence, regret, reversals or inconsistency, seeking validation from others, and reduced satisfaction with outcomes.
reducing post-decision dissonance
People can reduce post-decision dissonance by changing existing beliefs, adding new beliefs, or reducing the importance of the beliefs. For example, they can alter their attitudes, beliefs, or behaviors to make the relationship between the two elements a consonant one.
Conclusion
Post-decision dissonance is a natural phenomenon that can occur after making a significant decision. While it can be mentally uncomfortable, it is often a temporary feeling that can be managed through self-reflection and strategic planning. By understanding the causes of post-decision dissonance and taking steps to reduce its impact, individuals can make more informed and confident decisions, ultimately leading to better outcomes.
References
- Alcock, J., & Sadava, S. (2014). An introduction to social psychology: Global perspectives. London: Sage.
- Festinger, L. (1957). A theory of cognitive dissonance. The American Journal of Psychology, 72(1), 153.
- Harmon-Jones, E., & Mills, J. (2019). An introduction to cognitive dissonance theory and an overview of current perspectives on the theory. Cognitive Dissonance: Reexamining a Pivotal Theory in Psychology (2nd Ed.)., 3–24.
- Oshikawa, S. (1970). Consumer pre-decision conflict and post-decision dissonance. Behavioral Science, 15(2), 132–140.
- Rosenfeld, P., Kennedy, J. G., & Giacalone, R. A. (1986). Decision making: A demonstration of the postdecision dissonance effect. The Journal of Social Psychology, 126(5), 663–665.
- Leon Festinger, 1957. Cognitive Dissonance Theory. Theory Press.