What is POST-PURCHASE RATIONALIZATION? What does POST-PURCHASE RATIONALIZATION mean? POST-PURCHASE RATIONALIZATION meaning - POST-PURCHASE RATIONALIZATION definition - POST-PURCHASE RATIONALIZATION explanation.
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In cognitive science, choice-supportive bias or post-purchase rationalization is the tendency to retroactively ascribe positive attributes to an option one has selected. It is a cognitive bias. For example, if a person chooses option A instead of option B, they are likely to ignore or downplay the faults of option A while amplifying those of option B. Conversely, they are also likely to notice and amplify the advantages of option A and not notice or de-emphasize those of option B.
What is remembered about a decision can be as important as the decision itself, especially in determining how much regret or satisfaction one experiences. Research indicates that the process of making and remembering choices yields memories that tend to be distorted in predictable ways. In cognitive science, one predictable way that memories of choice options are distorted is that positive aspects tend to be remembered as part of the chosen option, whether or not they originally were part of that option, and negative aspects tend to be remembered as part of rejected options. Once an action has been taken, the ways in which we evaluate the effectiveness of what we did may be biased. It is believed this may influence our future decision-making. These biases may be stored as memories, which are attributions that we make about our mental experiences based on their subjective qualities, our prior knowledge and beliefs, our motives and goals, and the social context. True and false memories arise by the same mechanism because when the brain processes and stores information, it cannot tell the difference from where they came from.
The tendency to remember one's choices as better than they actually were, where people tend to over attribute positive features to options they chose and negative features to options not chosen.
Experiments in cognitive science and social psychology have revealed a wide variety of biases in areas such as statistical reasoning, social attribution, and memory.
Choice-supportive memory distortion is thought to occur during the time of memory retrieval and was the result of the belief that, "I chose this option, therefore it must have been the better option." It is also possible that choice-supportive memories arise because an individual is only paying attention to certain pieces of information when making a decision or to post-choice cognitive dissonance. In addition, biases can also arise because they are closely related to the high level cognitive operations and complex social interactions.
Memory distortions may sometimes serve a purpose because it may be in our interest to not remember some details of an event or to forget others altogether.
The objective of a choice is generally to pick the best option. Thus, after making a choice, a person is likely to maintain the belief that the chosen option was better than the options rejected. Every choice has an upside and a downside. The process of making a decision mostly relies upon previous experiences. Therefore, a person will remember not only the decision made but also the reasoning behind making that decision.
People's conception of who they are can be shaped by the memories of the choices they make; the college favored over the one renounced, the job chosen over the one rejected, the candidate elected instead of another one not selected. Memories of chosen as well as forgone alternatives can affect one's sense of well-being. Regret for options not taken can cast a shadow, whereas satisfaction at having made the right choice can make a good outcome seem even better.
Human beings are blessed with having an intelligent and complex mind, which allows us to remember our past, be able to optimize the present, and plan for the future. Remembering involves a complex interaction between the current environment, what one expects to remember, and what is retained from the past. The mechanisms of the brain that allow memory storage and retrieval serve us well most of the time, but occasionally get us into trouble.