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Hsee, C. K. (1999). Value seeking and prediction-decision inconsistency: Why don’t people take what they predict they’ll like the most?.Psychonomic Bulletin &Review, 6(4), 555-561.

In this research, it is proposed that, when making a choice between consumption goods, people do not just think about which option will deliver the highest consumption utility but also think about which choice is most consistent with rationales—beliefs about how they should make decisions. The present article examines a specific rationale, value seeking. The value-seeking rationale refers to the belief that one should choose ...

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