People rationalize the choices they make when confronted with difficult decisions by claiming they never wanted the option they did not choose. Behavioral studies on cognitive dissonance provide evidence for decision-induced attitude change, but these studies cannot fully uncover the mechanisms driving the attitude change because only pre- and post-decision attitudes are measured, rather than t...

An action-based model of dissonance is presented. This model accepts the original theory’s proposal that a sufficient cognitive inconsistency causes the negative affective state of dissonance. It extends the original theory by proposing why cognitive inconsistency prompts dissonance and dissonance reduction. After reviewing past theoretical and empirical developments on cognitive dissonance the...

The purpose of this article is to examine the influence pandemic, perceived risk, and cognitive dissonance on need for closure. A consumer today wants an aversion towards ambiguity that created due pandemic. data collected using Amazon’s Mechanical Turk panel. All filled questionnaires are analyzed stepwise regression. findings suggest closure risk major predictor These results enrich our under...