Abstract: How do people make difficult choices? And what effects do these choices have on subsequent attitudes towards the choice options? Prior research in social psychology has shown that individuals justify their choices through post-choice shifting of relevant attitudes in choice-congruous directions. Specifically, people increase their preference for the chosen option and decrease their preference for the rejected option. To date, however, the specific psychological and neural mechanisms underlying this phenomenon are poorly understood. In my research, I use functional magnetic resonance imaging (fMRI) to examine the unique contributions of both in-choice and post-choice neural processes to choice-justifying attitude change. Across three studies, we show that brain regions involved in detecting conflict (dorsal anterior cingulate cortex [dACC], processing visceral affective responses (anterior insula [aINS], processing and updating subjective value (ventral striatum [vSTR]), as well as evaluating self-relevance of information and connecting it to episodic memories (medial prefrontal cortex [mPFC] and posterior cingulate cortex/precuneus [PCC/Pcu]) is involved in promoting and facilitating choice-justifying attitude change.