What is an effect of cognitive dissonance after a decision is made called?

Post-decision dissonance is the tension or discomfort individuals experience after making a choice, particularly if that choice involves significant trade-offs or if their decision conflicts with their values or beliefs. After making a decision, people may begin to question their choice, reflecting on the positives and negatives of both the selected option and the rejected alternatives. This dissonance often leads individuals to seek justification for their decisions to alleviate that discomfort.

For instance, once a person chooses between two products, they might focus on the advantages of the chosen item while downplaying the benefits of the option they didn't select. This process helps to reinforce their decision and reduce feelings of regret or uncertainty. In essence, post-decision dissonance plays a key role in how we rationalize our choices and maintain a positive self-image after making decisions.