Choice difficulty, dissonance, and the decision sequence1

Postdecision changes in the desirability of alternatives.

Jack W. Brehm · Journal of Abnormal & Social Psychology · 1956 · 1.1K citations

Business, Decision Sciences, Psychology +15

A Technique for Assessing Homosexual Tendencies1

Harold S. Zamansky · Journal of Personality · 1956 · 87 citations

Social Sciences, Psychology, Social Psychology +10

Self-evaluation and the evaluation of choice alternatives1

Harold B. Gerard, Stephan A. Blevans, Thomas Malcolm · Journal of Personality · 1964 · 35 citations

Social Sciences, Decision Sciences, Decision Making +6