Noah thinks of himself as an excellent negotiator when purchasing cars. Two months after Noah's purchase, his brother-in-law gets the same model for $1000 less! According to cognitive dissonance theory, Noah:
A) will ask his brother-in-law to come along with him the next time he purchases a car.
B) will decide that he was wrong and that he isn't that good at negotiating a good car price.
C) will begin to dislike his new car, noticing all the little details that bother him.
D) will decide that he is glad he had the car for those two months, even though prices soon dropped.

Question

Quizplus · Accepted Answer

Noah will likely reduce dissonance by justifying his purchase, convincing himself that having the car for two months was worth the extra cost.

Noah Thinks of Himself as an Excellent Negotiator When Purchasing