Abstract
Several studies have examined the change in the relative evaluation of a chosen alternative from before to after a decision (Brehm, 1956; Anderson, Taylor and Holloway, 1966; Holloway, 1967; LoSciuto and Perloff, 1967; Mittelstaedt, 1969; Cohen and Goldberg, 1970; Sheth, 1970; and Winter, 1974). These studies generally suggest that the degree of favorable relative change with the chosen alternative is greater when the predecision attitude toward the chosen alternative is similar to that toward an unchosen alternative, than when the chosen and unchosen alternatives are dissimilar.
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References
Lee K. Anderson, James R. Taylor, and Robert Holloway, “The Consumer and His Alternatives; An Experimental Approach,” Journal of Marketing Research. (February, 1966), pp 62–67.
Jack Brehm, “Post-Decision Changes in the Desirability of Alternatives,” Journal of Abnormal Social Psychology, 52 (1956), pp 384–389.
Joel Cohen, and Marvin Goldberg, “The Dissonance Model in Post-Decision Product Evaluation,” Journal of Marketing Research,7 (August, 1970), pp 315–321.
Leon Festinger, A Theory of Cognitive Dissonance (Evanston, Illinois: Row, Peterson, 1957).
Robert Holloway, “An Experiment on Consumer Dissonance,” Journal of Marketing, 31 (January, 1967), pp 39–43.
Leonard LoSciuto, and Robert Perloff, “Influence of Product Preference on Dissonance Reduction,” Journal of Marketing Research, 4 (August, 1967), pp 286–290.
Robert Mittelstaedt, “A Dissonance Approach to Repeat Purchasing Behavior,” Journal of Marketing Research, 6 (November, 1969), pp 444–446.
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Werbel, R.A. (2016). The Impact of Predecision Similarity Upon the Postdecision Evaluation of the Chosen and Unchosen Alternatives in an Unobtrusive Experimental Setting. In: Gitlow, H.S., Wheatley, E.W. (eds) Proceedings of the 1979 Academy of Marketing Science (AMS) Annual Conference. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham. https://doi.org/10.1007/978-3-319-16934-7_105
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DOI: https://doi.org/10.1007/978-3-319-16934-7_105
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