Postdecisional Dissonance and the Commodified Self-Concept: A Cross-Cultural Examination

TLDR

The study investigates whether product selection induces postdecisional dissonance that reflects consumerism’s impact on self‑conception across the United States and Finland. Participants (18‑22‑year‑old students of both sexes) chose between two initially less desirable magazines, and dissonance was quantified by the shift in magazine evaluations before and after the choice. American participants showed stronger, more consistent postdecisional dissonance for image magazines than news magazines, and this effect was larger than in Finland and correlated with consumer orientation only in the U.S.

Abstract

By observing the dissonance-arousing capabilities of product selection in two countries (United States and Finland), the authors examine the supposition that the pervasive consumerism in modern society has implications for people's self-conceptions. Participants were 18-to 22-year-old students of both sexes. Subjects were forced to select between two magazines they initially indicated were less desirable. Dissonance was measured by the change in magazine evaluations from pre-to post choice. For the American subjects, postdecisional dissonance was more consistent for image magazines (which contain more consumerism relevant information) than for news magazines. In addition, postdecisional dissonance for the image magazines was greater for the American sample than for the Finnish sample, and it was positively correlated with measures of consumer orientation only for the American sample.