Switching
Cognitive Dissonance
The psychological discomfort experienced when cognitive creates conflicting beliefs or expectations.
Cognitive Dissonance is the psychological discomfort that occurs when a user's expectations conflict with reality. In product terms, it is the gap between what the user believed the product would do and what it actually does. Cognitive Dissonance appears after purchase (post-purchase dissonance), after switching (when the new solution feels uncertain), and after investment (when the user doubts whether the effort was worth it). Products that reduce Cognitive Dissonance through clear expectations, early wins, and visible progress retain users longer.