If you need to buy a running T-shirt, which one would you choose? One with a solid, neutral color or one with a bright, colorful pattern? Which choice will give you more satisfaction one year later?
Research has found that our buying decisions are often inconsistent with what we prefer in the long run. Most people tend to choose T-shirts with a simple design and a neutral color, believing they would be happier with their choices later. However, in reality, people experience more long-lasting satisfaction with bolder, attention-catching designs and colors.