Pre-decisional dissonance occurs at the point in time when consumers who are exposed to promotional messages acknowledge an inequity between their current and desired states.

What is cognitive dissonance in simple terms?

Cognitive dissonance describes the discomfort experienced when two cognitions are incompatible with each other. A cognition is a piece of knowledge, such as a: thought. attitude.

What's an example of cognitive dissonance?

Cognitive dissonance causes feelings of unease and tension, and people attempt to relieve this discomfort in different ways. Examples include “explaining things away” or rejecting new information that conflicts with their existing beliefs.