Subsequent justification tendency
The subsequent justification tendency ( English post-purchase rationalization , or post-purchase rationalization ) describes the tendency to justify made (less sensible) purchases retrospectively with rational arguments.
description
Consumers sometimes acquire unnecessary, incorrect or overpriced things and unconsciously ascribe such importance or quality to them after the purchase that they are persistently convinced of the correctness of the purchase. This weakens or even negates the feeling or the knowledge that you have bought a useless, bad or overpriced product.
The psychological phenomenon is based on the development of the affection of hostages to kidnappers and the Buyer's Stockholm Syndrome (too German: A buyer ' Stockholm Syndrome ) called. Psychologists describe it as the need to stand by a commitment once made and to suppress cognitive dissonance .
See also
literature
- Hans Raffée , Bernhard Sauter, Günter Silberer: Theory of cognitive dissonance and consumer goods marketing: The contribution of the theory of cognitive dissonance to the explanation and design of purchasing decisions for consumer goods , Springer-Verlag, 2013, ISBN 9783322843791
- Joel B. Cohen and Marvin E. Goldberg: The Dissonance Model in Post-Decision Product Evaluation , Journal of Marketing Research, Vol. 7, No. 3, August 1970, pages 315 to 321
- Sadaomi Oshikawa: Consumer pre-decision conflict and post-decision dissonance , Behavioral Science, Vol. 15, Issue 2, 1970, pages 132 to 140
Web links
- George Dvorsky: Cognitive biases that prevent you from being rational