Post-purchase rationalization ( English Post-purchase rationalization , also known as Stockholm buyer syndrome ) is one of the cognitive biases that the buyer of an expensive product or service after purchase is inclined to seek rational arguments and convince themselves that the purchase was worth their money. It is a special case of distortion in the perception of the choice made.
Expensive purchases are often associated with a long process of selecting and evaluating a product or service to be purchased, and buyers often refuse to acknowledge that their buying decision was spontaneous or influenced by emotions .
Justification by the buyer of the purchased goods is reflected in popular wisdom : "The buyer will praise the house, and the merchant - in the shop" [1] .
Example
For example, the buyer can not choose which of the two game consoles he should buy, but in the end his choice leans towards that which his friends have. After the purchase, it turns out that for the selected console, unlike the other, there are not so many games for which it was worth buying, but the buyer does not want to admit his mistaken choice and tries to convince himself and his friends that his choice was correct and the consumer’s opinion is better , than the general opinion [2] .
See also
- List of cognitive distortions
- Distortion in the perception of the choice made
- Wishful thinking
Notes
- ↑ Mokienko V. M., Nikitina T. G., Nikolaev E. K. Big Dictionary of Russian Proverbs. - M .: OLMA Media Group, 2010. - p. 682. - ISBN 9785373032506 .
- ↑ Joel B. Cohen; Marvin E. Goldberg. The Dissonance Model in Post-Decision Product Evaluation (Eng.) // Journal of Marketing Research : journal. - American Marketing Association, 1970. - August ( vol. 7 , no. 3 ). - P. 315–321 . - DOI : 10.2307 / 3150288 .