Although the two DVD players were almost identical in price and features, once Noah had selected the SuperSonic DVD player he increased his positive evaluation of that player and decreased his evaluation of the other DVD player he had been considering. This is an example of cognitive dissonance.

Question

Quizplus · Accepted Answer

This scenario fits the definition of cognitive dissonance, which occurs when a person experiences discomfort or tension as a result of holding two conflicting beliefs or attitudes. In this case, Noah may have experienced dissonance because he wanted to believe he made the right choice in selecting the SuperSonic DVD player, but also didn't want to feel like he made a mistake in not choosing the other player. To reduce this discomfort, he may have increased his positive evaluation of the SuperSonic player and decreased his evaluation of the other player.

Although the Two DVD Players Were Almost Identical in Price