While constructed preferences have received a great deal of attention, there has been virtually no research regarding the genetic basis of consumer judgment and choice. In this research, we examine a wide range of previously unexplored heritable effects on consumer choices and judgments....

It is suggested that consumers' choices between alternatives can be systematically influenced by asking them to an anticipate the regret and responsibility they would feel if they made the wrong decision. Specifically, on the basis of the notion that choices of conventional or default options...

The authors propose that what consumers buy can be systematically influenced by how much they buy. They hypothesize that, as the number of items purchased in a category on a shopping occasion increases, a consumer is more likely to select product variants (e.g. yogurt flavors) that s/he does not...

Despite the growing consensus that consumer preferences are often constructed when decisions are made, we still know very little about the factors that determine the strength and stability of constructed preferences. We propose that the manner in which preferences are formed has a significant...

Heuristic use is a central topic in consumer research, but the factors that determine when consumers will settle for shortcut solutions to choice problems (e.g., compromise) versus rely on "true" preferences (e.g., self-goals) remain unclear. We propose that both motivation to use self-goals, as...