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Imagine this…
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You just dropped more than $100 on a pair of all-day sneakers. Loads of the 5-star reviews said they feel like walking on clouds.
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But after a week of wearing them, you’re noticing some… issues.
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They’re not as comfortable as you expected.
The arch support is pretty much nonexistent.
And honestly? Your old sneakers you got on clearance last Black Friday felt waaay more cloud-like on your feet.
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You mention this to your friend over coffee later in the week.
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“Yeah, I heard those actually aren’t great for all-day wear,” they say casually as they sip their peppermint latte.
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Immediately, you feel uncomfortable and start getting defensive.

“You know, they’re actually pretty comfortable. I think they just need to be broken in more. Plus, they look really cool. And they’ll last way longer than cheap sneakers.”
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You walk away from the conversation more convinced than ever that you made the right choice.
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​Why did you suddenly start defending sneakers that disappointed you?
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​In today’s edition of Why We Buy 🧠 we’ll explore Cognitive Dissonance—why we twist our beliefs to match our actions.
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​Let’s get into it.

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🧠 The Psychology of Cognitive Dissonance

Cognitive dissonance happens when our actions, beliefs, or values conflict, creating psychological discomfort.
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Instead of admitting we’re wrong, we justify or rationalize our behavior or beliefs, even avoiding conflicting information.
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Psychologist Leon Festinger coined this term in 1957 after analyzing the reactions of doomsday cult members after a failed predicted apocalypse.
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To test his theory, participants completed mind-numbing tasks, like arranging spools and rotating pegs for an hour. Then researchers asked them to lie to the next “participant,” saying the tasks were fun.
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One-third got paid $1 to lie. Another one-third got $20. (The remaining one-third was a control group.)
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Afterward, researchers asked how participants actually felt about the tasks.
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​The participants paid $1 said the tasks were more enjoyable than the students who were paid $20.
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​Why? The $1 students couldn’t justify lying for so little, so their brains convinced them the tasks were fun. But the $20 students rationalized lying: The money made it “worth it.”

Your customers experience cognitive dissonance constantly, especially right after buying from you.
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If you don’t help resolve that discomfort by validating their decision, they may rationalize a “meh” experience, request a refund, or let your product collect dust—all while never genuinely enjoying it.

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🤑 How To Apply This

Alright, so how can you apply this right now to sell more?
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SaaS​
Show what’s (easily) possible before doubt sets in

No matter the SaaS tool, users often feel overwhelmed after signing up. They’re *immediately* thinking, “This is gonna be so complicated. I don’t have time to learn how to use this.”​
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Notion counters this immediately by showcasing their template gallery during onboarding.

Users see pre-built systems for projects, tasks, and workflows they can use right now. No blank-page anxiety, no complicated setup that makes you wanna wave the white flag.
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This removes the “too hard” doubt before it takes hold, turning potential regret into genuine excitement about what’s (easily) possible.​

eCommerce​
Set buyers up for success immediately

Post-purchase emails should do more than provide an order-confirmation code. They should prevent buyers’ remorse before it starts.
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So right after delivery, Maelove sends a detailed email on how to use their Glow Maker Serum properly, like keeping air out of the dropper and layering it correctly with other skincare products.

This prevents the “it’s not working” doubt that triggers returns. Instead, this sets customers up to actually see results, reinforcing they made a smart purchase.

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Course creators​
Validate beta buyers’ decision while building future demand

When you launch something brand new, buyers take a risk. And that risk creates a lot of doubt.
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So Daniel at Funnel Ninjas eliminated post-purchase dissonance by sending an email announcing that all 50 beta spots for the AI Newsletter Bootcamp sold out… in under 12 hours.

This validated early buyers’ decisions instantly and made them feel like insiders who got in on something highly desirable and, consequently, valuable.
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But the best part? This unique social proof inevitably will increase demand for the next round. Smart, huh?

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💥 The Short of It

We change our beliefs to match our actions because our brains haaate internal conflict.
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Smart marketers combat this by proving setup is easier than expected, showing proper product use for best results, and validating the purchase with social proof—well before doubt and regret creep in.​
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​Because at the end of the day, the sale doesn’t end at checkout.
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It ends when the customer finally feels confident they made the right choice.
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​​Until next time, happy selling!​