Past research holds that a decision between two unattractive alternatives is more difficult than one between two attractive alternatives. We argue that this conclusion may rest on the the task of "choosing" adopted in the past research. A task of choosing requires an attractiveness judgment that...

This research examines whether mental budgets, defined as self-specified allowances for behaviors, can help with self-control. We theorize that mental budgets will lead to greater self-control when the avoidance aspects of the behavior are made salient and when the decision context allows easy...

This research examines the influence of power on consumer decision strategies. It proposes that high power directs consumers' attention to options' positive features, making choosing a more preferred strategy than rejecting, whereas low power shifts consumers' focus to negative features, making...