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Personality and Social Psychology Bulletin
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Post-Decisional Reevaluation of Choice Alternatives

Harold B. Gerard

University of California at Los Angeles

Gregory L. White

Palo Alto, California

In a free-choice experiment, subjects chose between two pairs of alternatives, each containing a positively and a negatively valued feature. The results confirmed dissonance theory in that the negative feature of the chosen alternatives increased in value from before to after the choice. However, the positive feature of the rejected alternative decreased only slightly. Implications of the findings for the theory are discussed.

Personality and Social Psychology Bulletin, Vol. 9, No. 3, 365-369 (1983)
DOI: 10.1177/0146167283093006
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[Abstract] [PDF]