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Hypothesis 2: Post decision dissonance creates a need for reassurance. Festinger (1957) noted three different conditions that increase post decision dissonance - the importance of the situation, the length of time spent debating between two equal options, the difficulty in reversing the option once a decision has been made. When cognitive dissonance is referred to in most
conversations (especially conversations dealing with purchases of
products or services), this post decision (i.e. buyer's remorse)
is the most common aspect. |
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