Two studies examine differences in participants' moment-to-moment and retrospective evaluations of an experience depending on whether they are alone or in the presence of another person. Findings for the first study reveal that moment-to-moment evaluations by participants who watched a film clip...

Prior research has found differences in satisfaction for choosers and nonchoosers of the same outcome. Two studies show that differentiability of the choice-set options moderates this effect. When options are more differentiated, choice enhances consumers' satisfaction with positive and...