The actual paper is linked at http://www.som.yale.edu/faculty/keith.chen/papers.htm http://www.som.yale.edu/faculty/keith.chen/papers.htm The article doesn't g

The actual paper is linked at http://www.som.yale.edu/faculty/keith.chen/papers.htm http://www.som.yale.edu/faculty/keith.chen/papers.htm The article doesn't give what seems to be a pretty important detail. Children and monkeys chose the new item 63 and 60% of the time, respectively. That suggests buyer's remorse rather than choice rationalisation, but only small amounts. Possibly not even significant, depending on the sample size.