Evaluations of pairs of experiences: A preference for happy endings
Ross and Simonson hypothesise that an experience combining a negative and a positive event is judged more satisfactory when the positive event comes last; three studies in different settings suggest a preference for happy endings, and the order effect can shift preferences between segregated and integrated presentations. Journal of Behavioral Decision Making 4(4), 273-282, 1991.
Ross and Simonson hypothesise that an experience combining a negative and a positive event is judged more satisfactory when the positive event comes last; three studies in different settings suggest a preference for happy endings, and the order effect can shift preferences between segregated and integrated presentations. Journal of Behavioral Decision Making 4(4), 273-282, 1991.
Written from the abstract, 2026-11-05.
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Ross, W. T., & Simonson, I. (1991). Evaluations of pairs of experiences: A preference for happy endings. Journal of Behavioral Decision Making, 4(4), 273-282. doi:10.1002/bdm.3960040405 https://doi.org/10.1002/bdm.3960040405