Understanding choice-goal compatibility, dissonance and decision satisfaction

Choices can be difficult and emotion-laden when decision making involves trade-offs between valued goals (Luce et al., 1997). This research examines dejection and agitation emotions aroused subsequent to choices. The rationale of this research is that if the choices people make fit in with their goals, they will be more satisfied than if the choices do not fit in with their goals. This research aims to investigate relationships between choice-goal compatibility, post-choice dissonance and decision satisfaction. We used an experimental survey design in the context of Chinese consumers. We found that choice-goal compatibility reduced post-choice dissonance which, in turn, enhanced decision satisfaction. The research reported here has important implications. For example, marketers often use dissonance reduction strategies to enhance customer satisfaction. In doing so, marketers should first know which type of negative emotions they are coping with, agitation or dejection. More importantly, marketers need to consider goal attainment in pre-choice, choice and post-choice stages of consumption.

Research highlights► This research examines dejection and agitation emotions aroused subsequent to choice. ► Choice-goal compatibility reduces post-choice dissonance, which increases decision satisfaction. ► Marketers should know which type of negative they are coping with, agitation or dejection. ► Marketers need to consider goal attainment in pre-choice, choice and post-choice stage of consumption.