Many consumer products deliver their utility over time, and the decision to purchase such products often depends on predictions of future product enjoyment. The present research shows that consumers often fail to predict hedonic adaptation to products and explores the antecedents and...

Despite the popularity of social networks and technologies that intend to enhance social interaction, more Americans feel lonely now than before. This research examines how loneliness affects consumers’ responses to consensus-related social cues in marketing contexts. Results from three...

To properly consider the opportunity costs of a purchase, consumers must actively generate the alternatives that it would displace. The current research suggests that consumers often fail to do so. Even under conditions promoting cognitive effort, various cues to consider opportunity costs...

Advertising is commonly presented in the context of media articles or programs that are intended to engage the consumer. An important aspect of this engagement is media transportation, where a person not only attends to information but also is absorbed into the narrative flow of a story in a...

Whereas past research showed that people rely more on alignable than nonalignable differences when evaluating alternative products, the current article shows that consumer expertise moderates this effect and that novices’ reliance on alignable attributes can be attenuated when they are...