Did I Get the Best Discount? Counterfactual Thinking of Tourism Products
研究了不同折扣率和时间距离如何影响旅游产品购买后的反事实思维（即对已发生结果的假设性否定），发现两者呈U型关系，且最佳折扣率随预订时间提前而上升。
Current trends in the tourism industry indicate that most potential travelers purchase tourism products from online travel agents that provide price promotions. Even though the range of price promotions often varies, the tourism literature does not address potential travelers’ perceptions after purchasing products at various discount rates. This study examined the relationships among different discount rates, temporal distance, and counterfactual thinking—a mental undoing of existing outcomes. Results showed that the relationship between discount rate and counterfactual thinking had a U-shaped curve. Furthermore, the shape differed by temporal distance. The optimal discount rate for minimizing counterfactual thinking was 29.62% when the reservation was made 15 days prior to departure but rose to 33.33% when the reservation was made three months prior to departure. This study suggested that counterfactual thinking mediates the relationship between discount rate and perceived regret.