The Effect of Speed on Satisfaction: Expectation-Based and Salience-Based Counterfactuals
Counterfactuals thoughts can guide consumers emotional judgments and may be based on previous expectations regarding the event (McGraw, Mellers & Tetlock, 2005) or on cognitively salient alternatives (Medvec, Madey, & Gilovich, 1995). The present study suggests that salience-based counterfactuals are faster to compute than expectation-based counterfactuals.
João Niza Braga and Sofia Jacinto (2018) ,"The Effect of Speed on Satisfaction: Expectation-Based and Salience-Based Counterfactuals", in E - European Advances in Consumer Research Volume 11, eds. Maggie Geuens, Mario Pandelaere, and Michel Tuan Pham, Iris Vermeir, Duluth, MN : Association for Consumer Research, Pages: 281-281.
João Niza Braga, Católica Lisbon School of Business and Economics, Portugal
Sofia Jacinto, ISCTE-IUL/CIS-IUL, Portugal
E - European Advances in Consumer Research Volume 11 | 2018
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