Post-purchase rationalization
- Post-purchase rationalization
Post-purchase rationalization is a common phenomenon after people have invested a lot of time, money, or effort in something to convince themselves that it must have been worth it. Many decisions are made emotionally, and so are often rationalized retrospectively in an attempt to justify the choice. [cite journal
title = The Dissonance Model in Post-Decision Product Evaluation
author = Joel B. Cohen
coauthors = Marvin E. Goldberg
journal = Journal of Marketing Research
volume = 7
issue = 3
year = 1970
month = August
pages = 315–321
doi = 10.2307/3150288
accessdate = 2007-10-21]
This rationalization is based on the principle of commitment and the psychological desire to stay consistent to that commitment. Some authorities would also consider this rationalization a manifestation of cognitive dissonance.
See also
* Buyer's remorse
* Sunk cost
* Choice-supportive bias
* Escalation of commitment
* List of cognitive biases
References
External links
* [http://www.decision-making-confidence.com/decision-mistakes-2.html decision-making-confidence.com]
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