Post-Decision Dissonance
Definition
Post-decision dissonance is a type of psychological discomfort felt after making a decision, especially when the decision involves choosing between two equally attractive options. It's essentially the feeling of regret, anxiety, or unease that arises because you realize the option you didn't choose also had benefits, or that the option you did choose might have drawbacks. This discomfort motivates us to try and reduce the dissonance. We try to justify our choice so that we feel better about it. We often do this by downplaying the positives of the rejected option and emphasizing the positives of the chosen one, even if it means slightly changing our beliefs.
Example
You are deciding between two job offers. Offer A is a higher-paying job with longer hours and a stressful environment. Offer B is a lower-paying job with better work-life balance and a more relaxed atmosphere. You ultimately chooses Offer A because the extra money is important to you. However, after accepting, you start to feel uneasy. You begin to think about how much you value your free time, and worry you made the wrong decision. This is post-decision dissonance. To reduce this discomfort, you might start telling yourself things like, "The extra money will allow me to travel and experience things I wouldn’t otherwise be able to," or "I needed a challenge and a fast-paced environment to grow professionally.” You focus on the benefits of your choice to justify it and minimize the regret.
Why it Matters
Understanding post-decision dissonance is important because it helps us understand how and why people rationalize their actions. It's not just about feeling bad after a choice; it’s about how we actively try to change our beliefs to align with our actions. This has implications for marketing (companies exploit this by offering post-purchase reassurance), politics (people justify supporting policies even when they contradict their values), and even personal relationships. Recognizing this tendency in ourselves and others can help us make more rational decisions, be more understanding of others' behavior, and be wary of self-justification that might cloud our judgment.