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

Sukki Yoon, Patrick T. Vargas

Research output: Chapter in Book/Report/Conference proceedingChapter

Original languageEnglish (US)
Title of host publicationApplying Social Cognition to Consumer-Focused Strategy
PublisherLawrence Erlbaum Associates
Number of pages22
ISBN (Print)9781410613271
StatePublished - Jul 27 2005

ASJC Scopus subject areas

  • Economics, Econometrics and Finance(all)
  • Business, Management and Accounting(all)

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