Counterfactual thought processes are being increasingly studied in the context of consumer experiences. For example, recent research demonstrated that have used counterfactual thought process to understand the composition of comparison standards and related feature mutability to identify the factors thought to be responsible for negative experiences (McGill 2000). We extend this of research by examining the impact of personal value system on blame assignment, and subsequent post-experience consumer behavior. Our study in the context of a service experience demonstrates that personal values affect counterfactual thinking. Specific marketing implications are discussed.

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