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    • Consuming experience: Why affective forecasters overestimate comparative value 

      Morewedge, Carey K.; Gilbert, Daniel Todd; Myrseth, Kristian Ove R.; Kassam, Karim; Wilson, Timothy D. (Elsevier BV, 2010)
      The hedonic value of an outcome can be influenced by the alternatives to which it is compared, which is why people expect to be happier with outcomes that maximize comparative value (e.g., the best of several mediocre ...