The Importance of Adaptive Preference

Fuller: We downgrade the value of previously desired outcomes as their realization becomes less likely and upgrade the value of undesired outcomes. Fuller leased a new 2006 BMW 5 Series, which he liked but didn't like its $400 lease payment. When we choose to buy things, we base it on how we believe those things will make us feel. Will they make us happier? Often they don't.