Choices not only reflect our preference, but they also affect our behavior. The phenomenon of choice-induced preference change has been of interest to cognitive dissonance researchers in social psychology, and more recently, it has attracted the attention of researchers in economics and neuroscience. Preference modulation after the mere act of making a choice has been repeatedly demonstrated ov...

Previous research suggests that negotiators inflate their valuation for offers they make and devalue offers they choose not to make due to the psychological process of cognitive dissonance reduction. Research outside of the negotiation context suggests that cognitive dissonance is induced either by being forced to choose among relatively equal options or by having to justify a counterattitudina...

To date, no consensus exists in the literature as to theories of consonance and dissonance. Experimental data collected over the last century have raised questions about the dominant theories that are based on frequency relationships between the harmonics of music chords. This study provides experimental evidence that strongly challenges these theories and suggests a new theory of dissonance ba...

Cognitive Dissonance has interested consumer researchers for many years. Until recently, however, there has not been an accepted consumer dissonance scale. Using a recently developed scale, the present study examined the presence of dissonance segments in two customer samples, in which a significant minority of respondents experienced dissonance. Similar segments were found in both clusters, su...

The theory of Atanassov’s intuitionistic fuzzy sets has been developed and has been successfully applied in the field of multiple criteria analysis. However, there is a lack of information about the role of optimism and pessimism on subjective judgments and cognitive dissonance accompanying the decision process. This paper presents a new method of reducing cognitive dissonance and relating opti...

Recent research has cast some doubt on the general validity of outcome-based models of social preferences. We develop a model based on cognitive dissonance that focuses on the importance of self-image. An experiment (a dictator game variant) tests the model. First, we find that subjects whose choices involve two psychologically inconsistent cognitions indeed report higher levels of experienced ...

This article provides the first empirical test of the idea that discrepancy is not needed in order to arouse cognitive dissonance. Dissonance was aroused when Ss felt responsible for some aversive consequence, regardless of whether their behavior was consistent (writing a proattitudinal essay) or inconsistent (a counterattitudinal essay) with beliefs. The data demonstrate that in both situation...

This paper proposes that role stressors decrease helping behavior by undermining employees' normative commitment from a cognitive dissonance perspective and social exchange theory. We also propose two competitive assumptions of the moderating effect of perceived organizational support (POS). In this paper, we first examine these hypotheses in Study 1 and then verify the cognitive dissonance per...

This article establishes an economic framework to identify the conditions under which an optimizing agent may seek (or not seek) to engage in costly dissonance reduction. We set up a dynamic model of decision-making in which the individual’s mind is composed of a coordinating principal and 2 conflicting agents. We take into account the cognitive dissonance experienced as a result of the conflic...