The rebound of the forgone alternative
研究发现，当消费者完全消费掉已选选项后，被放弃选项的吸引力会回升到原有水平，挑战了传统认知失调理论中关于长期贬值的观点。
Abstract Fifty years of cognitive dissonance research suggests that when consumers make a difficult choice, the alternative they forgo is devalued for an extended period of time, making it less likely to be chosen in the future. In a series of four studies, we show that completely consuming the chosen alternative moderates this effect. After the chosen alternative has been consumed, creating a sense of consumption closure, the attractiveness of forgone alternative rebounds to its original value.