Post-decision dissonance
Participants rate two appliances as equally desirable, choose one to take home, and then rate both again. They now rate the chosen appliance higher and the rejected one lower. This best illustrates:
Answer D: explanation for every choice
A
Belief perseverance is keeping a belief after its evidence is discredited.
B
Mere exposure would increase liking for both appliances equally, since both were seen equally.
C
The halo effect is one positive trait coloring an overall impression.
D
Correct. Choosing between equally attractive options creates dissonance, which people reduce by “spreading” the alternatives apart.
TakeawayAfter a hard choice, people boost the chosen option and devalue the rejected one.
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Reviewed 2026-11-05 by a medical student. Spot an error? Report it with question ID ps157.