Consumers who consider indulging in a purchase expect to have more positive than negative feelings when a strong justification for the indulgence is lacking.

Question

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Consumers who consider indulging in a purchase without a strong justification tend to anticipate more negative feelings (such as guilt) than positive feelings, as the lack of justification makes the indulgence seem less reasonable or acceptable.

Consumers Who Consider Indulging in a Purchase Expect to Have