Choice-supportive bias is a cognitive bias that causes people to remember their past decisions as better than they actually were. It is a form of self-deception that leads people to overestimate the quality of their decisions and to be overly confident in their choices. This bias can lead to
Choice-supportive bias or post-purchase rationalization is the tendency to retroactively ascribe positive attributes to an option one has selected and/or to demote the forgone options. It is part of cognitive science, and is a distinct cognitive bias that occurs once a decision is made. For example, if a person chooses option A instead of option B, they are likely to ignore or downplay the faults of option A while amplifying or ascribing new negative faults to option B. Conversely, they are also likely to notice and amplify the advantages of option A and not notice or de-emphasize those of option B.