Brehm (1956) asked college women to rate eight products and then gave each woman one to take home. Women who were allowed to choose the product they would receive and were then asked to re-rate the products. Brehm found that

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Brehm found that women rated the chosen product higher after making their choice, demonstrating the concept of post-decision dissonance reduction, where individuals increase their preference for a chosen option to justify their decision.

Brehm (1956) Asked College Women to Rate Eight Products and Then