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Buyers remorse
Because unchangeability is such a potent trigger for the psychological immune system and, hence, an impetus for the self-generation of satisfaction, we might expect people to seek and value it. In fact, just the opposite seems to be the case. People generally react with anger, disappointment, and regret to that which they perceive as a threat to their decision freedom and consider unchangeability so undesirable that they may willingly pay to avoid it. People patronize expensive boutiques that allow them to return merchandise easily rather than discount stores at which sales are final, happily paying a premium for the peace of mind that comes from knowing that they can undo a decision that ultimately proves ill advised.
Nov. 13th, 2007 Comments (0) Tagged: Experience, Psychology, Shopping
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