The 2018 International Conference on National Brand & Private Label Marketing is a unique academic forum for presenting and discussing original and significant contributions from researchers around the world on marketing issues facing retailers, store brand managers and national brand managers....

In many domains, consumers must deal with an increasing number of choices—spanning where, when, what, and how many items to buy; how many and which options to consider; and how best to weigh the pros and cons of these options. This paper considers how consumer and managerial goals and the...

How do people evaluate sequentially presented items? Prior research suggests that sequential evaluations are subject to anchoring biases, such that the values of subsequently evaluated alternatives are assimilated toward the initially considered option. The present research argues, however, that...

Can pairing items from different price tiers decrease consumers’ perceptions of monetary value? Prior research suggests that adding an item with positive utility to an offering can only increase the offering’s overall value. In contrast, we show that combining expensive and inexpensive items...

Do consumers prefer auctions that allow them to place more precise bids to auctions that accept less precise bids? Can consumers accurately estimate their need for price-elicitation precision? This research addresses these questions by applying the notion of compatibility to the relationship...

This research examines consumer reactions to two common positioning strategies: a specialized-positioning strategy in which an option is described by a single feature, and an all-in-one strategy in which an option is described by a combination of features. The empirical data reported in this...

This article extends the notion of context effects beyond the relational properties of choice alternatives to include attribute balance as a reason for choice. The data reported in two experiments demonstrate that attribute balance has a significant impact on extremeness-aversion and...

This research examines an empirical paradox documented by prior research: when choosing among assortments, consumers opt for the variety offered by larger assortments; however, consumers often are less confident in choices made from larger rather than from smaller assortments. By implying that...

This research argues that the purchase probability from a given choice set is contingent on the complementarity of the features differentiating its options. In particular, two types of features are distinguished: complementary features, which are characterized by the additivity of their...