The rebound of the forgone alternative
Rebecca Hamilton2017, Journal of Consumer Psychology
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Abstract
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Choosing one option often leads to the devaluation of forgone alternatives. This study investigates whether the consumption of the chosen alternative restores the value of the forgone option after a sense of closure is achieved. Findings suggest that while the forgone alternative is devalued during consumption, it rebounds in perceived value once the consumption is deemed complete, challenging traditional views of cognitive dissonance.
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for their insightful discussions on the topic.
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