DISSONANCE AND RELATIVE VERSUS ABSOLUTE ATTRACTIVENESS OF DECISION ALTERNATIVES

When decisions are made, dissonance should increase (1) with the relative attractiveness of the unchosen alternative (postdecisional inconsistency), and (2) with the absolute value of the chosen alternative (decision importance). Only relative attractiveness was consistent with expectations. Absolute attractiveness produced a U shaped function instead of being monotonic. And, with alternatives close in relative attractiveness, decision confidence increased the spreading apart of the alternatives' attractiveness instead of decreasing it. More questions were raised about postdecision reevaluation of decision alternatives. (16 ref.) (PsycINFO Database Record (c) 2006 APA, all rights reserved). © 1969 American Psychological Association.