Post-Purchase Rationalization

Imagine this: A customer walk into a store looking for a new coat. In this store, she has two coats from which to choose. They have a few differences: they are each a different color, say green and blue; the blue one is made from thinner material; the green one has a larger, more obnoxious logo; the blue one has smaller pockets; the green one is a bit more expensive. Eventually, the customer decides she just has to pick one, so she does. Imagine she chooses the green one. Later, she wonders if she made the right choice, if she Continue reading Post-Purchase Rationalization