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| Author: | McConnell, A. |
| Title: | What if I find it cheaper someplace else?: Role of prefactual thinking and anticipated regret in consumer behavior |
| Journal: | Psychology and Marketing
2000 : APR, VOL. 17:4, p. 281-298 |
| Index terms: | PSYCHOLOGY MARKETING THINKING |
| Language: | eng |
| Abstract: | Previous research has focused primarily on affect generated from counterfactual thinking after decisions have been made. The current study, in contrast, examined how predecision mental simulations (prefactuals) and feelings of anticipated regret are affected by different marketing strategies. A preliminary investigation found that consumers frequently produce upward prefactuals when considering a major purchase. |
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