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AP Psychology
Unit 4 – Learning
Topic 4.4
How does the cognitive dissonance theory explain the commonly observed phenomenon of post-purchase rationalization?
Post-purchase rationalization is a result of effective marketing strategies rather than cognitive processes within the consumer.
Cognitive dissonance occurs only when people fail to purchase desired items, leading to feelings of dissatisfaction.
Consumers always make rational decisions, so there is no need for post-purchase rationalization.
It suggests that consumers reduce discomfort from regretted purchases by convincing themselves of the product's value after purchase.
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AP Psychology - 4.4 Social and Cognitive Factors in Learning
Key terms
Cognitive Dissonance Theory
Post-Purchase Rationalization
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Cram Mode
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© 2024 Fiveable Inc. All rights reserved.
AP® and SAT® are trademarks registered by the College Board, which is not affiliated with, and does not endorse this website.
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