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| Author: | Cookie, A.D. Meyvis, T. Shcwartz, A. |
| Title: | Avoiding future regret in purchase-timing decisions |
| Journal: | Journal of Consumer Research
2001 : MAR, VOL. 27:4, p. 447-459 |
| Index terms: | CONSUMER BEHAVIOUR DECISION MAKING PURCHASING |
| Language: | eng |
| Abstract: | When deciding when to make a purchase, people often compare their outcomes to those that would have occured had they purchased earlier or later. In this article, it is examined how pre- and postpurchase comparisons affect regret and satisfaction, and whether consumers learn to avoid decisions that result in regret. |
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