Does predicting the outcome of an uncertain event enhance the enjoyment of observing that event? The current popularity of office pools, spoiler message boards, and online betting Web sites seems to suggest that the act of prediction increases enjoyment. However, in a series of four experiments,...

This research examines the moderating role of attempted dietary restraint on the amount of food consumed from small food in small packages versus large food in large packages. Four experiments demonstrate that restrained eaters consume more calories from small food in small packages, while...

Most of the articles appearing in JCR that are characterized as behavioral decision theory (BDT) address some kind of bias or deviation from normative decision making. In addition to pointing out biases, these articles often examine underlying decision processes. We leverage approaches that...

We present an evolutionary framework for examining the influence of different positive emotions on cognition and behavior. Testing this framework, we investigate how two positive emotions-pride and contentment-influence product desirability. Three experiments show that different positive...

Consumers often need to decide if they want to reengage a goal, such as a goal of losing weight, a goal of saving money, or a goal of performing well on a video game. This research finds that consumers are more likely to reengage a goal when they have set a high-low range goal (e.g., lose 2–4...

Purpose: The purpose of this paper is to examine how the number of activities within a multi-activity experience influences consumer preferences before and after consumption. Design/methodology/approach: The hypotheses are tested using four experiments and a secondary data set from a river...