Abstract
Imagine using your newly bought laptop, and its battery lasts much longer than promised when you purchased it. You then recall that this no-name laptop was placed on the shelf next to a big-name laptop, which surprisingly had promised a similar battery life. You smile, feeling happy, because now you believe that the other brand would have performed similarly given its similar promise, but you didn’t have to pay as much.
Now, consider the opposite scenario: having paid more for a big-name laptop, you believe the no-name laptop would have performed equally well. Even though the performance was great, you shrug it off, thinking that the other, less expensive laptop would have performed just as well. Finally, imagine that the cheaper, no-name brand you bought performed worse than promised. You would clearly be upset. However, recalling that the more expensive, big-name brand promised the same performance, you might think you would have been in the same bad position, but at least you didn’t pay the extra amount.