search query: @author Carmon, Z. / total: 3
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| Author: | Carmon, Z. Wertenbroch, K. Zeelenberg, M. |
| Title: | Option Attachment: When Deliberating Makes Choosing Feel Like Losing |
| Journal: | Journal of Consumer Research
2003 : JUN, VOL. 30:1, p. 15-29 |
| Index terms: | CONSUMER BEHAVIOUR DECISION MAKING CONSUMERS |
| Language: | eng |
| Abstract: | Common sense suggests that consumers make more satisfying decisions as they consider their options more closely. Yet the authors argue that such close consideration can have undesirable consequences because it may induce attachment to the options-a sense of prefactual ownership of the choice options. When consumers then select one option, they effectively lose this prefactual possession of the other, nonchosen options. This yields a feeling of discomfort ("choosing feels like losing") and an increase in the attractiveness of the forgone option, compared to its appeal before the choice. A series of nine experiments provides evidence of this phenomenon and support for this explanation. |
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