Cooke, Alan D J; Meyvis, Tom; Schwartz, Alan - In: Journal of Consumer Research 27 (2001) 4, pp. 447-59
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 pre- and postpurchase comparisons affect regret and satisfaction, and whether consumers learn to avoid decisions that...