Answer:
During the decision making process, there are four behavioral factors that influence the
decisions we make. These behavioral factors are our values, our personality, the propensity for
risk, and the potential for dissonance of the decision. I will focus on the potential for dissonance.
Dissonance begins after a decision is made, as we ponder over the choices we have selected. After
we become aware of what alternatives we rejected and the undesirable features of what was chosen
and when we do not feel right about our decision, the un-comfortableness and tension in our head
is created and this is the cognitive dissonance. There is an inconsistency between our attitudes and
our decision, and this creates mixed feelings. We feel pressure to change our thinking . We adjust
our thinking to reduce dissonance and tension, and we justify our decision to reduce internal
discomfort. Dissonance is greatest when we realize the consequences can potentially affect many
people, and when we realize we are the one that will be held responsible for the decision. The
conditions that create high dissonance depend on whether the decision is psychological or
financially important, whether there are a collection of forgone alternatives, and whether these
alternatives have many features.
There are four strategies people will take to reduce their cognitive dissonance: the person
will find information to support their decision, will distort information in order to support their
decision, will downgrade the alternatives not chosen, or will lessen the negatives of the decision
and exaggerate the importance of the positive aspects of the decision.
Explanation:
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