Rejected alternatives are rarely completely negative. B. Reduce dissonance by making attitude toward the chosen alternative more positive, and making attitude toward the rejected options more negative. After making choice, re-evaluated appliances. Chosen appliance was rated more positively, rejected appliance rated more negatively. D. We do tend to justify our behaviors, often citing reasons for the behavior that might not be the actual cause.
Costly decisions require justification.
When costs for entering a group are high, we tend to value the group more. Having done the small favor provides justification in advance. Get people to comply, then raise the costs. Consistency motivations lead them to go along with the greater costs. D. Predicts similar effects in many circumstances, but provides very different explanations.