jan 1, 1981 - Brehm study on Cognitive Dissonace after Decisions

Description:

Brehm's study involved asking women to rate the wedding gifts he had received. After the women rated those gifts, he showed them 2 objects they had rated similarly. Later, the rating for the item that the woman chose increased, and the ratings for the item they didn't choose decreased. Brehm's study showed that we often make the decisions we make seem better than other options to rid ourselves of discomfort about making a wrong decision.

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