News From the Field
Roads Not Taken Disappear More Quickly Than We Realize
February 17, 2008
According to new research, comparisons and 'attentional collapse' are key reasons why people make mistakes when they try to predict future satisfaction. By studying anticipated versus actual enjoyment of potato chips, as compared to sardines or chocolate, they show that while comparisons might affect how much we think that we might like something, they don't affect how much we will actually like something.
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