The feature matching comparison process was used to examine pre- choice conflict and post-choice feelings of satisfaction. In Experiment 1, subjects chose between paired items that either shared good features and had unique bad features (unique-bad pairs) or shared bad features and had unique good features (unique-good pairs). Unique-bad pairs should produce avoidance-avoidance conflicts, with vacillation between the alternatives and slow decisions. Unique-good pairs should produce approach-approach conflicts, with little vacillation and rapid decisions. As predicted, decision times were longer for unique-bad pairs. Experiment 2 examined subjects' satisfaction with a choice between items that constituted either a unique-good or a unique-bad pair. It was expected that post-choice satisfaction would depend upon the interaction of the valence of the unique features and which alternative (the accepted or the rejected) was the focus at the time satisfaction was assessed. For unique-good pairs, satisfaction was greater when the focus was on the accepted alternative. For unique-bad pairs, satisfaction was greater when the focus was on the reiected alternative. The resultq are used to provide a theoretical rationale for predicting and understanding both pre-decisional and post-decisional outcomes. These results are discussed in terms of the relevance of the comparison process for different phases of ths choice situation and the relations between Pre- and post-choice phenomena.