A Short Story to Illustrate A Point:
A few weeks ago, my husband I purchased a new washer and dryer at Lowe's. The purchase was sweetened by some good discounts. Today, my husband noticed there was a sale on the brand of washers that we purchased, but the model on sale was actually an upgrade from what we had purchased.
I guess the knowledge of a better deal has been on his mind today. At dinner he mentioned he would really like to go see the upgraded washer that is currently on sale.
Immediately, the phrase "cognitive dissonance," popped into my mind. "He is trying to reduce the dissonance he was feeling because he thought he had missed out on getting a better deal on a new washer by buying too soon," I thought. I know I can expect this response nearly every time we make a large purchase. Some may describe the feelings he experiences as buyer's remorse.
Feeling a bit flirty and feisty, I asked him a question.
Me: "Did you have to practice cognitive dissonance after you married me?"
Jim: "No, there wasn't a sale."
Gotta love that sense of humor!