The possibility of changing decisions as a strategy to reduce post-purchase dissonance
DOI:
https://doi.org/10.15678/PJOEP.2016.09.03Keywords:
post purchase dissonance, decision change, consumer behaviourAbstract
The aim of this article was to examine whether the consumer’s ability to change his mind after the decision of choosing a product would be an effective strategy to reduce post-decision dissonance. An on-line experiment was conducted with three groups. In the control group, the information was presented so as to not cause dissonance, while in two experimental conditions, additional information was provided on the selected and rejected options in order to heighten the dissonance level. In one of these conditions, participants also had the opportunity to change their minds and take advantage of the potential strategies to reduce dissonance, while the other condition did not have that option. It was shown that people who have the ability to change the decision (although did not use this option) felt less dissonance, were willing to change their decision, and were more certain about the choice taken than those who did not have such a possibility.
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