Option Attachement - Carmon

Question 1

Framework of option attachment

Answer 1

=> change in the attractiveness of forgone alternative
=> postchoice discomfort due to prefectural ownership of alternatives
=> mental endowment of alternatives => loss aversion

Question 2

Moderators of postchoice discomfort

Answer 2

1. choice options are close by
2. deliberation time is longer
3. face forfeiture -> consumer except to receive all the options
4. greater attachment to hedonic products
5. product owned in the past