view the chosen offer as better than you did before and conclude that the other option was not that great after all. According to social psychologist Leon Festinger, we re-evaluate the options postchoice to reduce the tension that arises from making a difficult decision between equally desirable options. In a bra

of effort, as well as to allow for the predictability of, and hence adaptability to, subsequent encounters" (p. 67). Indeed, the noted psychologist Leon Festinger "was convinced that the psychological need for cognitive consistency is as basic as hunger and thirst" (Gawronski, 2012, p. 652). But because the wo