Would Have, Could Have, Should Have: When Choosing Feels Like Losing

With all the choices consumers are given, it stands to reason that we should feel pleased with our decision s if we have given them careful thought. But often we feel a sense of loss for the options that got away. Professors Ziv Carmon, Klaus Wertenbroch, and Marcel Zeelenberg look into this phenomenon and discover that it might not just be our natural … [ Read more ]