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 ]
Content: Article | Authors: Klaus Wertenbroch, Marcel Zeelenberg, Ziv Carmon | Source: INSEAD Knowledge | Subject: Marketing / Sales
Too Many Choices? Research Directions in Consumer Control and Empowerment
Today, consumers exert fuller control over their choices than ever before, a development heralded as greatly empowering for the consumer. But is it possible fro them to have too much control? INSEAD Professors Carmon, Chattopadhyay, Wertenbroch and colleagues pose this and other questions, and describe a set of research directions for understanding the consequences of increased consumer control and the factors that shape … [ Read more ]
Content: Article | Authors: Amitava Chattopadhyay, Klaus Wertenbroch, Ziv Carmon | Source: INSEAD Knowledge | Subjects: Customer Related, Marketing / Sales