A great deal of research in consumer decision-making and social-cognition has explored consumers' attempts to simplify choices by bolstering their tentative choice candidate and/or denigrating the other alternatives. The present research investigates a diametrically opposed process, whereby...

Preference consistency implies that people have learned their willingness to trade off attributes. We argue that this is not necessarily the case. Instead, we show that when preferences are learned in context (e.g., through repeated choices made from a trinary choice set that includes an...

Based on the self-regulatory strength model and prior research on self-esteem threats, we predict and show that delegating decisions to surrogates – such as financial advisors or physicians – depletes consumers’ limited self-regulatory resources more than making the same decisions...

Today's economy is experiencing serious economic and social problems affecting all world citizens. The earth seems to have become insufficient in meeting the standards of living that societies expect. The classic marketing approach is seen as the cause of many problems. It has contributed to the...

This paper approaches the transition process to the bioeconomy from consumers’ perspective and their attitudes to decision-making process regarding the use of renewable energy systems in households. The article contributes to the literature by introducing a new challenge: identifying and...

This research explores the relationship between liquor brand representatives and bartenders, its effects on the bartenders’ profession and subsequent theoretical implications from a Persuasion Knowledge Model perspective. Seven senior craft cocktail bartenders who act as both ‘agent’ and...

This paper presents a method for visualizing competitive market structures based on scanner panel date where asymmetries are taken into account. For this, I combined consumer choice models based on mixed logit models with three-mode principal component analysis. This approach can be used to...