“…Therefore, based on the above theories, we make a prediction that consumers' pain perception caused by deleting the "owed" options in the -OF condition is higher than the entertainment consumers perceive in the +OF condition because of acquiring the option value through adding options (Park and Kim, 2012;Biswas and Grau, 2008;Krishna and Krishna, 2005;Levin et al, 2002;Park et al, 2000). That is to say, consumers engaged in -OF (versus +OF) tend to perceive the task of making option choices as more difficult and mental conflict (Park et al, 2000;Park and Kim, 2012), so that they will spend more thinking time doing more information processing on product options (Luce and Bettman, 1997;Carmon and Ariely, 2000;Park et al, 2000;Jin et al, 2009), which should lengthen the decision time consumers spend in the -OF condition.…”