Postdecision changes in the desirability of alternatives.

@article{Brehm1956PostdecisionCI,
  title={Postdecision changes in the desirability of alternatives.},
  author={Jack W. Brehm},
  journal={Journal of abnormal psychology},
  year={1956},
  volume={52 3},
  pages={
          384-9
        }
}
  • J. Brehm
  • Published 1956
  • Medicine, Psychology
  • Journal of abnormal psychology
THE importance of the choice situation is reflected in the considerable amount of theory and research on conflict. Conflict theory has generally dealt, however, with the phenomena that lead up to the choice. What happens after the choice has received little attention. The present paper is concerned with some of the consequences of making a choice. Previous consideration of the consequences of choice have been limited to relatively unspecified hypotheses (1, 3) or to qualitative analysis (4… Expand

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