When "what might have been" leads to what isn't best: Dysfunctional counterfactual thinking in consumer affect and cognition

Research output: Chapter in Book/Report/Conference proceeding › Chapter

Original language	English (US)
Title of host publication	Applying Social Cognition to Consumer-Focused Strategy
Publisher	Lawrence Erlbaum Associates
Pages	331-352
Number of pages	22
ISBN (Print)	9781410613271
DOIs	https://doi.org/10.4324/9781410613271
State	Published - Jul 27 2005

ASJC Scopus subject areas

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title = "When {"}what might have been{"} leads to what isn't best: Dysfunctional counterfactual thinking in consumer affect and cognition",

author = "Sukki Yoon and Vargas, {Patrick T.}",

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