Post Hoc Rationalization – the Art of Making Up Reasons After the Fact
What Organizations Can Do About It
Reading time approx. 5 minutes
Good morning! Let’s dive into this Tuesday together because, as always, "It is perfectly possible to be both rational and wrong." Our Chief Behavioral Officer tool today: exploring how we sometimes convince ourselves with reasoning that arrives a little… late to the party
Why We Justify Our Impulse Buys – And How Smart Brands Are Helping Us Feel Great About It!
Have you ever walked out of a store clutching a new gadget, only to find yourself a few steps later justifying why you absolutely needed it? Sure, it seemed impulsive at first, but you quickly decided that it’ll help streamline work, improve productivity, or just be a great self-reward. This is classic post hoc rationalization—the mental magic trick where we invent reasons after we’ve already made a choice.
I once met a friend at a café who was sipping on an espresso and looking guilty. After a bit of a nudge, she confessed that she’d splurged on a pricey new phone, even though her current one was perfectly fine. But no sooner had she told me this than she began listing reasons why she’d actually made a smart choice: better photos, a better battery, and a cleaner, sleeker design she “needed” for work. It was remarkable. In just a few minutes, she went from feeling guilt to full confidence in her decision—all thanks to post hoc rationalization. And while this can be a personal coping mechanism, for businesses, it’s an opportunity to understand and even help guide customer satisfaction after a purchase.
How does it work? Science, baby!
Psychologists call it “post hoc rationalization” or “post-purchase rationalization.” It’s part of our brain’s self-preservation toolkit, reducing cognitive dissonance—the uncomfortable tension between two conflicting thoughts, such as “I shouldn’t have spent this much” and “I bought it anyway.” Our brains get to work weaving a neat story to align our beliefs with our behavior, soothing any feelings of buyer’s remorse.
Studies have shown that people are more likely to attribute their decisions to rational reasons, even when they acted on gut instincts. This is our brain’s way of trying to reconcile any sense of doubt with an acceptable logic. This mental maneuver not only helps us justify purchases but also keeps us satisfied with them over time. In business, recognizing that customers might naturally justify their purchases means companies can provide narratives and reasons that help reinforce the buyer’s choice, solidifying their satisfaction and loyalty.
Why is this important?
Psychologically, post hoc rationalization helps consumers feel at ease with their choices, reducing post-purchase regret and improving satisfaction. Why should businesses care? Because if they can anticipate and even suggest positive reasons for a purchase, they can help customers feel more confident and happy with their choices, boosting brand loyalty and customer retention.
Why is this important to address? Consider this: in a world where customers are overwhelmed with choices, it’s hard enough for them to decide—if they’re left to second-guess themselves afterward, they may avoid future purchases or even returns. By tapping into this effect, companies can reassure customers post-purchase by emphasizing the unique benefits of their product or service, reinforcing the choice, and keeping the customer engaged and happy long-term.
And now?
And now? Businesses can create a follow-up strategy that subtly reinforces the reasons for a customer’s purchase. Here’s how:
Tailored Post-Purchase Messaging: Send a friendly follow-up email that highlights unique product benefits they might be excited about. Use personalized language and emphasize specific advantages to reinforce the “rightness” of their decision.
Feature Stories in User Guides: Offer user guides or short tutorials that subtly reinforce the best use cases and benefits, making customers feel informed and reassured about their choice.
Create a Community of Validation: A supportive community where customers can share experiences and tips, such as an online forum, Facebook group, or a hashtag, reinforces a sense of shared purpose and satisfaction. Seeing others happy with the same product can boost their confidence in their own decision.
Celebrate Customer Decisions on Social Media: Share testimonials and stories of how other customers benefit from the product. People tend to align their reasons with what they see as popular or successful choices by others, reducing any doubt.
Bottom line
At its core, post hoc rationalization is about creating a story to support a choice we’ve already made. For businesses, it’s a strategic opportunity to reinforce the customer’s decision by offering messages, tools, or communities that align with the positive aspects of the product or service, helping reduce any potential regret.
Checklist for Utilizing Post Hoc Rationalization in Business:
Follow up with customers after purchase to remind them of their choice’s positive aspects.
Emphasize the unique benefits and applications in all customer communications.
Create communities or spaces where customers can interact and see others justifying similar purchases.
Share success stories or use cases that reinforce purchase satisfaction.
Actively encourage testimonials and feedback to help others feel validated in their choice.
Chief Behavioral Officer Wanted
Where in your organization are decisions being made where logic doesn’t fully drive action? Look around—whether it’s customer service, marketing, or management, there are likely decisions fueled by emotions that, with the right nudges, can be reframed in positive, supportive ways.
See you next Tuesday.
If you would like to send us any tips or feedback, please email us at redaktion@cbo.news. Thank you very much.