Avoiding Future Regret in Purchase-Timing Decisions

  title={Avoiding Future Regret in Purchase-Timing Decisions},
  author={Alan D. J. Cooke and Tom Meyvis and Alan Schwartz},
When deciding when to make a purchase, people often compare their outcomes to those that would have occurred had they purchased earlier or later. In this article, we examine how preand postpurchase comparisons affect regret and satisfaction, and whether consumers learn to avoid decisions that result in regret. In the first two experiments, we show that information learned after the purchase has a greater impact on satisfaction than information learned before the purchase. In addition, negative… CONTINUE READING
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