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Option Attachment: When Deliberating Makes Choosing Feel Like Losing

Option Attachment: When Deliberating Makes Choosing Feel Like Losing

This working paper on consumer behaviour (2002). In it, the authors, Ziv Carmon, Klaus Wertenbroch, and Marcel Zeelenberg discuss the phenomenon of ?option attachment? by which consumers develop a sense of ownership of items for sale, but then feel a sense of loss when having to decide on one final item. They conducted various experiments to ascertain why choosing often feels like losing. An abstract and the full article can be viewed. The article is in English. To log in to this article and others, users need to complete a simple registration procedure and obtain a password.

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