Memorandum,
Oslo University, Department of Economics

Abstract: Recent research is exploring the case for cognitive or post-decision dissonance using the free-choice paradigm of Brehm (1956). Participants are repeatedly faced with a choice between items that they have given the same rating of liking, two items at a time, and it is found that items not chosen in one choice has a lower tendency of being chosen in a subsequent choice against a different alternative item. This tendency is interpreted as evidence for cognitive or post-decision dissonance. I argue that this interpretation of the evidence is invalid. Furthermore, I report a novel experiment in which participants were specifically asked to compare the items, allowing for a consistent interpretation of the evidence. I find no evidence of post-decision dissonance after a choice between items where one was viewed as more attractive than the other, but potentially some weak evidence of post-decision dissonance after a choice between items viewed as equally attractive.

Keywords: post-decision dissonance; cognitive dissonance; preferences

JEL-codes: D03

8 pages, August 30, 2009

Full text files

Memo-18-2009.pdf  

Download statistics

• Oslo University, Department of Economics
• Ordering Working Papers
• Home page for this series

Questions (including download problems) about the papers in this series should be directed to Mari Strønstad Øverås ()
Report other problems with accessing this service to Sune Karlsson ().

RePEc:hhs:osloec:2009_018This page generated on 2024-09-13 22:16:45.