A long history of research has shown that experts’ well-developed knowledge structures provide numerous advantages in memory-based decisions and tasks. More recently, research has shown that in certain situations experts’ more detailed knowledge can hinder memory performance by resulting in...

More than a billion dollars is spent annually on generic advertisements that promote the consumption of commodity goods. Generic advertising is designed to increase primary demand, or the "size of the pie," without affecting selective demand, or the "share of the pie." We find evidence to the...

Consumers often have to create consideration sets when purchasing goals are not well defined. In these situations, the contents of a consideration set depend on a combination of two motives. First, consumers prefer to create a consideration set of easy-to-compare alternatives. It is easier to...