Post-purchase rationalization refers to the psychological process of justifying a purchase or decision after it has been made, even if there are doubts or conflicting information. It is a way for individuals to reduce cognitive dissonance and maintain a positive self-image.
Related terms
Cognitive Dissonance: The uncomfortable feeling we experience when we hold contradictory beliefs or when our actions clash with our beliefs.
Confirmation Bias: The tendency to seek out information that confirms what we already believe and ignore or downplay evidence that contradicts it.
Self-Justification: The cognitive process of defending and preserving one's own beliefs or actions, often by seeking out post-hoc explanations.