The novelty of new products oftentimes overexcites consumers and results in the negative consumption externality of impulse buying. To counteract such, Loewenstein recommends offering "cooling off" periods for consumers. During such, they would have a few days to reflect about their purchase and appropriately develop a longer-term understanding of the utility they receive from it. This cooling off period could also benefit the production side by diminishing the need for a sales-person to "hype" certain products. Transparency between consumers and producers would increase as "sellers will have an incentive to put buyers in a long-run average mood rather than an overenthusiastic state". By implementing Loewentstein's recommendation, firms that understand projection bias should minimize information asymmetry; such would diminish the negative consumer externality that comes from purchasing an undesirable good and relieve sellers from extraneous costs required to exaggerate the utility of their product.