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Post-purchase rationalization, also known as choice-supportive bias, is a cognitive bias where individuals tend to retroactively justify their past purchases and decisions, often distorting the value or quality of their choices. This psychological phenomenon occurs as a way to alleviate cognitive dissonance, which is the mental discomfort experienced when a person holds contradictory beliefs or values.
After making a purchase, individuals often second-guess their decision, especially if they encounter evidence that contradicts their choice. To reduce the discomfort stemming from doubt or buyer's remorse, they may unconsciously emphasize the positive aspects of their purchase and downplay any negative aspects. This results in a skewed perception that supports their original decision.
This bias can lead to consistently poor decision-making as it prevents individuals from learning from their mistakes. In consumer contexts, it may result in continued patronage of subpar products or services. Furthermore, businesses might exploit this bias by implementing no-return policies or similar strategies, knowing consumers are likely to rationalize their purchase once it's been made.
To counteract post-purchase rationalization, individuals can foster awareness of their own biases through reflection and education. Actively seeking out objective reviews and feedback before making a purchase can help in making less biased decisions. Engaging in practices like writing pros and cons can also assist in realistically evaluating the outcome of their choices.
Critics of the concept argue that this bias might not always result in negative outcomes. In some cases, post-purchase rationalization can enhance satisfaction and contentment with one's decisions, reducing stress and improving emotional well-being. Additionally, some researchers suggest that this bias might overlap with other cognitive biases, leading to potential confusion in its distinct identification.
Cognitive Dissonance and Decision Making
Leon Festinger (1957)
Journal of Abnormal and Social Psychology
The Effects of Choice on Learning: Are We Voluntarily Blinded?
Isabelle Brocas, Juan D. Carrillo (2012)
Journal of Economic Behavior & Organization
Choice-supportive memory distorts metacognition: The illusion of truth
Hal R. Arkes, Daniel J. Hackett (2016)
Consciousness and Cognition