When deciding when to buy something, people often compare how they feel about their purchase to how they would have felt if they bought it earlier or later. Learning about the purchase after it's made affects how satisfied we are more than learning before. Comparing prices negatively makes us less happy than comparing positively. To avoid regret, it's better to wait longer before buying. People who get information after choosing are more careful in future decisions to avoid regret. But trying to avoid regret can sometimes lead to earning less money.