ABSTRACT
How do we make choices, and do the choices we make have consequences for how we think and feel about the choice options? That is, what is the nature of the dynamic interaction between the choices we make and our preferences for the choice options? While neoclassical economics theory argued that choice reveals our true underlying preferences (Samuelson, 1938), subsequent work in psychology showed that this assumption is frequently violated (Tversky & Kahneman, 1981). More directly contradicting the revealed preference view of choice, Festinger (1957) proposed that choice plays a causal role in infl uencing preferences. This insight has culminated in a sizable body of literature on post-decisional attitude change (Cooper & Fazio, 1984; HarmonJones, Amodio, & Harmon-Jones, 2009; Kitayama & Imada, 2008; Schwartz, 2000; Steele, 1988).
