Sally and Susan just bought the exact same dress. Sally bought it on sale for 50% off. Susan paid the full price of $140. According to cognitive dissonance theory, what is the likely outcome?

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According to cognitive dissonance theory, when people experience inconsistency between their beliefs or attitudes and their behavior, they may feel discomfort or dissonance. In this case, Susan paid full price while Sally got a discount, which creates a dissonance. In order to reduce this dissonance, Susan may justify her higher price by convincing herself that the dress is of better quality, more fashionable or more suited to her needs. Therefore, in justifying her purchase, she may end up liking her dress more than Sally does.

Sally and Susan Just Bought the Exact Same Dress