Xu, Alison Jing; Robert S. Wyer Jr. - In: Journal of Consumer Research 34 (2007) 4, pp. 556-566
When consumers consider their preference for one of a set of products without having decided whether or not they want to buy something, they develop a "which-to-buy" mind-set that increases their likelihood of making a purchase both in the situation at hand and in subsequent unrelated...