Gopal bought a Schwinn road bike in good condition from a used bike shop for $160,thinking he got a steal.When he got home and searched for his bike on the Internet,he found the same model for sale from Walmart for $149 new.Rather than getting upset at the price difference,Gopal justifies the purchase to himself by deciding it was better to support a local bike shop than a chain.Gopal's rationalization is an example of someone trying to
A) use selective perception.
B) reduce cognitive dissonance.
C) increase perceptual dissonance.
D) reduce negative motivation.
E) explain attitudinal dissatisfaction.

Question

Quizplus · Accepted Answer

Gopal is experiencing cognitive dissonance, which is the psychological discomfort that arises when a person's beliefs and behaviors are inconsistent. He is justifying his decision to pay more for a used bike by convincing himself that he is supporting a local business, thus reducing his cognitive dissonance.

Gopal Bought a Schwinn Road Bike in Good Condition from a Used