Postdecision changes in the desirability of alternatives.
Brehm, Jack W.
The Journal of Abnormal and Social Psychology, Vol 52(3), May 1956, 384-389.
Female Ss were asked to rate each of eight articles on desirability, choose between two of them and rate each of the articles again. In addition, some Ss were exposed to a mixture of good and bad information about the choice alternatives after the choice was made. The results support a prediction that choosing between alternatives would create dissonance and attempts to reduce it by making the chosen alternative more desirable and the unchosen alternative less desirable. A second prediction, that dissonance and consequent attempts to reduce it would be greater, the more closely the alternatives approached equality, also received support. (PsycINFO Database Record (c) 2012 APA, all rights reserved)