The ethics of weaponizing customer doubt
I gave an estimate in Yukon in October for a new furnace and air handler. She was getting two bids. She called two weeks later to say she'd gone with the other company. That happens. I thanked her and told her to call if she needed anything. I thought that was the end of it. She called again eleven days later. The other company had rescheduled her twice. The install hadn't happened yet. And she asked me something I wasn't expecting: did I make a mistake? Leon Festinger published his theory of cognitive dissonance in 1957. Post-decision dissonance is the specific form: after you make a choice…
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