Decision makers compare alternatives against an implicit favorite because
A) they want to minimize confirmation bias.
B) they want to minimize cognitive dissonance.
C) they prefer evaluating all possible choices at the same time.
D) they are influenced by the prospect theory effect.
E) they usually prefer rational decision making rather than using their intuition.

Question

Quizplus · Accepted Answer

Decision makers compare alternatives against an implicit favorite to minimize cognitive dissonance, which is the discomfort experienced when holding conflicting cognitions. By comparing against a favorite, they seek to justify their choice and reduce this discomfort.

Decision Makers Compare Alternatives Against an Implicit Favorite Because