is true for non-monetary experiences such as eating chocolate, getting good grades, and exchanging social pleasantries (Linville & Fischer, 1991; Morewedge, Gilbert, Keysar, Berkovitz, & Wilson, 2007). But why does segregation work? One reason is that it intro- duces a temporal discontinuity between ex

tion through inferential reproduction: Loneliness and perceived agency in gadgets, gods, and greyhounds. Psychological Science, 19, 114-120. II. Morewedge, C.K., Preston, J., & Wegner, D.M. (2007). Timescale bias in the attribution of mind. Journal of Personality and Social Psychology, 93, 1-11. 1

nnection through inferential reproduction: Loneliness and perceived agency in gadgets, gods, and greyhounds. Psychological Science, 19, 114-120. 11. Morewedge, C.K., Preston, J., & Wegner, D.M. (2007). Timescale bias in the attribution of mind. Journal of Personality and Social Psychology, 93, 1-11. 12. Ha

tato chip experiment? Are we incapable of understanding what makes us happy, unable to figure out what is or is not delicious, or are we fickle? What Morewedge’s experiment reveals is that deliciousness, like ugliness, stubbornness, and obsequiousness, is a judgment, judgments are always relative or comparat