Consumers utilize cognitive dissonance and self-justification to validate past purchasing decisions, such as signing long-term contracts, by convincing themselves that their current preferences will remain unchanged for the duration of the commitment.

Authors

• Person: Not available Organization: Digital Marketing Laboratory
  The Science of Marketing: Cognitive Biases That Shape Purchasing ...

Sources

• The Science of Marketing: Cognitive Biases That Shape Purchasing ... www.digitalmarketinglaboratory.com Digital Marketing Laboratory via serper

Referenced by nodes (1)

• cognitive dissonance concept