“…Early accounts of this phenomenon held that people change their evaluations after making their choice, either to relieve the unpleasant feeling associated with cognitive dissonance (i.e., if they disliked some aspects of the option they chose, or liked some aspects of the option they rejected; Festinger, 1957), or to maintain a sense of self-consistency (i.e., they chose one option over the other, so they must like it better; Bem, 1967, 1972). More recent accounts of the SoA phenomenon hold that people change their evaluations during the choice process (i.e., while deliberating about which option to choose), and that such changes enable people to decide more accurately, more quickly, and more confidently (Lee & Coricelli, 2020; Lee & Daunizeau, 2020, 2021; Lee & Hare, 2023; Lee & Holyoak, 2021). A separate body of literature has shown that people adjust their evaluations of choice options in the direction of the emerging choice, as if the evidence in favor of one option gathers momentum and causes subsequent information to gravitate in the same direction (Glöckner et al, 2010; Holyoak & Simon, 1999; Simon et al, 2001; Simon, Krawczyk, et al, 2004; Simon, Snow, et al, 2004).…”