Predecision conflict and different patterns of postdecision attractiveness restructuring: empirical illustrations from an important real-life decision

This study presents different postdecision consolidation patterns following decisions made under value conflicts. The different patterns were illustrated by case studies of real-life decisions concerning university programs. There were five program alternatives each of which branched into a different professional area. These decisions were very important to the students. The subjects were followed during a year, from a couple of months before they made their choice of program and during several months after the start of the programs. Different postdecision strategies for consolidating a prior decision were derived from Differentiation and Consolidation Theory (Svenson, 1992). The strategies involved the following postdecision attractiveness restructuring patterns. (1) Reversing an attractiveness disadvantage into an advantage on a conflict attribute, (2) Compensating for a disadvantage through increase of an advantage of another attribute, (3) Reversing disadvantage on a conflict and decreasing advantage on non-conflict attribute(s), and (4) Increasing advantage for chosen alternative on all attributes. In addition, (5) downgrading of importance of the conflict attribute or a complete elimination of this attribute is also a possible way of consolidating the prior decision. The results illustrated the above consolidation patterns. A comparison with subjects who made the same decisions but with no value conflict indicated that postdecision consolidation was largely driven by value conflicts at the time of decision in conjunction with the outcome of the decision.