... Case of the Attraction and Compromise Effects,” Journal of ConsumerResearch, 16 (2), 158–74.Slovic, Paul and Sarah Lichtenstein (1969), “The Relative Impor-tance of Probabilities and Payoffs ... with work by Dhar and Wertenbroch (2000) and O’Curry and Strahilevitz(2001) and is more appropriate for the topic of the research.I do not examine the measurement of hedonism and utilitar-ianism ... 1979; Thaler 1980; Thaler and Johnson 1990). Fur-thermore, the wants and shoulds (vices and virtues) aredefined explicitly in terms of the temporal trade-offs of ben-efits and costs. In contrast,...