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Studies have demonstrated that when consumers miss an opportunity to purchase a product for a significantly reduced price, they are less likely to purchase this product later for its regular price or for a less significantly reduced price. Two possible explanations for this inaction-inertia effect were considered: avoidance of regret (reluctance to purchase the product represents an attempt to avoid regret over missing the better price) and price contrast (reluctance to purchase the productdoi:10.1207/s15324834basp2303_1 fatcat:5lgj5jkfonesjdchly25zylplq