Getting the best has been advocated as an ideal in almost every domain of life. We propose that maximizing constitutes a mind-set that may be situationally activated and has cross-domain consequences. Specifically, we show that the maximizing mind-set amplifies regret and dissatisfaction,...

The effect of inequity on satisfaction—people who are underbenefited are less satisfied than those who are overbenefited—is robust across many domains. However, various factors may moderate this effect, and a key perspective centers on value sensitivity. The present research demonstrates...

Substitution decisions have been examined from a variety of perspectives. The economics literature measures cross-price elasticity, operations research models optimal assortments, the psychology literature studies goals in conflict, and marketing research has examined substitution-in-use, brand...

Four experiments introduced a new conceptual and methodological approach to hindsight bias, traditionally defined as the tendency to exaggerate the a priori predictability of outcomes after they become known. By examining likelihood estimates rooted to specific time points during an unfolding...

When consumers anticipate feeling embarrassed by a purchase, they often purchase additional products to mitigate the threat. The current research demonstrates that nonembarrassing additional purchases do not necessarily attenuate anticipated embarrassment but may, paradoxically, exacerbate it...