Shaping Preferences Through Memory: Aged-Related Mechanisms in Dissonance Reduction

Preference change is a robust phenomenon observed in internally guided decision-making situations. Choice-induced preference change, in particular, occurs when individuals revise their preferences to align with their choices, reducing cognitive dissonance—a psychological state of discomfort arising from conflicting cognitions. Episodic memory has been suggested to play a role in this process, by helping recall choice-relevant information that reinforces post-choice preferences. However, age-related declines in memory may weaken this mechanism, leading to diminished preference adjustments in older adults. This study explored the relationship between episodic memory and choice-induced preference change in young and older adults. A sample of 33 healthy subjects aged 20-75 years underwent an adapted free-choice paradigm that included a recognition memory test for the choice made. Our results showed that younger participants exhibited significant preference changes in both overall and remembered choices, whereas older participants showed no such adjustments. These findings suggest that episodic memory supports choice-induced preference change in younger adults. In contrast, other mechanisms susceptible to aging may underlie dissonance reduction in older adults such as executive functions and/or emotional-affective factors.